Breaking Barriers: Women Leading the Rum Industry— Carmen López and Liza Cordero
The role of women in the rum industry is multifaceted, ranging from working in the fields and serving as brand ambassadors to ensuring the quality of every drop that reaches consumers’ palates.
For many, the journey has been challenging, as breaking paradigms has always required a clear vision and hard work. That is why, at TheRumLab, we want to commemorate and honor the efforts of some of the great masters of the industry—not just today, but throughout the entire month.
In this four-part series, we will explore the stories of remarkable figures in the industry, learning about their beginnings, inspirations, and perspectives on the role of women in the world of rum.
Today, we have the honor of speaking with Carmen López, Maestra Ronera at Destilería Carúpano, and Liza Cordero, Master Blender at Destilería Serrallés.
Carmen López de Bastidas, Master Rum Blender at Destilería Carúpano: A Legacy of Excellence and Innovation
It was January 1990 when Carmen was offered the position of Head of Quality Control at Destilería Carúpano. She had previously worked for other companies in quality control, but something about this place was different:
“I was captivated when I saw that golden cascade flowing from the barrels in the aging warehouses. The aroma they released made me realize this was the place I wanted to be.”
However, the beginning was extremely challenging. Carmen had much to learn and many barriers to break through to establish herself in the industry.
“It wasn’t easy. I had to carve out a space for myself in an industry led by and designed for men, training myself almost entirely on my own.”
From writing quality manuals to developing formulas that would later become classics of Venezuelan rum, Carmen’s skills and experiences over her 35-year career are a testament to the power of preparation, perseverance, and determination in achieving any goal.
A Pioneer in the Industry
Until the late 20th century, the world of rum was made by men and for men. At that time, the market was dominated by rums with strong, heavily oaked flavors.
This setting became the canvas on which Carmen, as a Master Rum Blender, would begin to shape new ideas and innovations aimed at attracting a broader range of consumers. By 1991, change in the industry was already emerging from the barrels:
“Starting in 1991, when I began creating new Ron Carúpano products, consumers started to notice a different profile: smoother rums with distinct organoleptic characteristics. These flavors allowed us to grow gradually in the local market.”
Each of these achievements contributed to Carmen’s journey, making her the first woman to boldly enter the rum industry in Venezuela.
It wasn’t until 2016 that Rones de Venezuela officially certified her as a Master Rum Blender—a milestone that would go on to inspire many women in Venezuela and across Latin America to train and lead in the industry.
“I believe I have paved the way for other women in the world of rum, leaving a legacy. Even as a mother and homemaker, I have walked this path with dedication and fulfillment.”
“Women Can Compete in This Field—You Just Have to Dare!”
For López de Bastidas, women must specialize within the industry, but she emphasizes that the key to success lies in falling in love with rum, being passionate about the craft, and facing challenges head-on.
“Women can compete in this field today. You just have to dare!” affirms Carmen.
Ultimately, she hopes that her legacy—built on integrity and strategy—will continue to inspire more women to revolutionize the market.
Liza Cordero, Master Rum Blender at Destilería Serrallés: Tenacity and tradition are pivotal
For Liza Cordero, pursuing a career in the rum industry was a bold and deliberate choice. After earning a degree in Chemical Engineering from the University of Puerto Rico, she initially worked in the petrochemical and biotechnology sectors.
However, in 2001, she came across a newspaper ad for an Assistant Distillation and Fermentation Manager position at Destilería Serrallés. The opportunity to work at Puerto Rico’s most prestigious distillery while staying true to her roots was irresistible. Now, 23 years later, she serves as the company’s Master Blender, bringing new dimensions to her craft.
Diversity Is a Reality
Throughout her career, Liza has witnessed a shift in industry paradigms regarding the potential of women and the increasing diversity within the sector—not only in her company but across the industry:
“This industry has realized the importance of diversity. Women are proving every day that we can take on leadership roles and shape the future of rum. Today, many key managerial positions at Destilería Serrallés are held by women, from bottling to marketing, and even overseeing distillation and fermentation.”
Facing Challenges with Tenacity
Liza emphasizes that persistence and a commitment to excellence are essential for any woman entering the field. She believes success comes from embracing challenges and constantly asking, “What can I learn from this?” Her advice is clear:
“This industry is also ours. We must ensure that our presence commands respect and that we never revert to outdated gender stereotypes. Our contributions, our work, and our dedication should be what define us.”
A Legacy with the Don Q Signature
Her goal is to elevate the global reputation of rum while preserving the traditions of the Serrallés family. She takes immense pride in crafting rums that honor Puerto Rican heritage while pushing the boundaries of innovation.
“I hope to be recognized as a great example for women working in this industry, for my dedication and perseverance. I am Don Q!”
Carmen López and Liza Cordero exemplify the transformative power of women in the rum industry. Through their expertise, resilience, and dedication, they are shaping the present and paving the way for future generations to thrive in this evolving field. Their stories serve as a testament to the strength and passion of women who dare to break barriers and redefine the art of rum-making.
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