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 industry’s great masters—not just today but throughout the entire month.
In this four-part series, we 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, in our third article, we are honored to speak with Susana Masis, Maestra Ronera at Destilería Centenario, and Maggie Campbell, CEO of American Cane.
When destiny calls, you let yourself be carried away. Susana Masis has been working in the industry for 33 years. She initially joined to develop the quality management program, overseeing blending, aging, and product development at Ron Centenario.
“When destiny has a path marked out for you and you let yourself be carried along, enjoying what you do with passion every day, you achieve both satisfaction and inspiration.”
Her discipline and dedication at work gradually expanded her responsibilities, making her realize that her contribution to the rum industry was valuable:
“I tasted products every day. This sharpened my senses and refined my technique.”
Little by little, she gained ground, and through her hard work, she was eventually named a taster in Brazil for all alcoholic beverages—rum, whiskey, vodka, gin, and more. It was then that Susana knew something within her had awakened: rum was undoubtedly becoming her home.
At Ron Centenario, she has not only led the implementation of a comprehensive quality management system but, along with the entire team, has also achieved international certifications such as ISO 9001:2015, organizational carbon neutrality, and spearheaded country programs like Blue Flag Ecological Certification and Somos esencial Costa Rica (We are Essential Costa Rica).
Over the years, Masis has witnessed a growing presence of women in the industry—not only as Maestras Roneras but also in key leadership roles, such as Dianne Medrano, CEO of Ron Centenario.
“When I joined the company, I was the only woman in the manufacturing area. Today, 35% of the organization’s workforce are women, and 50% of the Executive Committee is female. So, without a doubt, representation in the industry has evolved.”
However, to continue growing in the field, Masis firmly believes that preparation, focus, a forward-looking vision, and surrounding oneself with valuable people who contribute to individual growth within organizations are key elements to staying relevant in a traditionally male-dominated industry.
She is a living example of how this mindset yields valuable results:
“The greatest pride of my career has been the growth and evolution I’ve experienced at Centenario Internacional. Not only as Maestra Ronera but also as Director of Operations and Quality—a role that has expanded my impact on the company’s strategic decisions. So, no matter your position in the industry, you need to stay focused, think beyond the present, surround yourself with valuable people, and, above all, believe in yourself to keep moving forward.”
Her name on the bottles and packaging of Centenario 30 Años, the international awards the brand has received, her patience, and her strategic vision are all part of the essence Susana distills—not only in the company but also in the industry.
“Knowing that our consumers appreciate our products and that they have earned prestigious accolades at the world’s top rum competitions—such as Best Rum of the Event, double gold medals, and even Spirit of the Year—fills me with immense satisfaction. Adding to that is a deeply meaningful moment: seeing my name on the bottles and packaging of our Centenario 30 Años.”
For Masis, these recognitions represent the fruit of 33 years dedicated to perfecting every detail, creating exceptional products, and preserving the essence of Ron Centenario, The Rum of Costa Rica.
At the beginning of her career, Maggie Campbell wasn’t sure if she would continue in the spirits industry, and she had no idea that rum would be the reason she stayed and reinvented herself. All it took was one person to change her perspective:
“Originally, my background was in Whiskey and Cognac-style spirits. It was Hubert Germain-Robin who shifted my lens to rum and I will be forever grateful. I met him when I had previously worked at Germain-Robin, where he was a founder”.
Shortly after she left the company, he called to say he had recommended her to the owner of a rum company. At the time, she was back working at a wine importer, and wasn’t sure whether to continue her spirits career:
“He opened my eyes and illuminated for me that rum had been undervalued and possessed an artistry entirely distinct from other spirits. He didn’t want me to leave spirits production, and his belief in me is one of the only reasons I’m still in the industry today.”
A whole new adventure was about to begin. Rum would take her from leading a small business to collaborating on a private project with Mount Gay and eventually running a company as a CEO:
“From there I moved into rum production, driving up into the business side and becoming president of a smaller rum company. Then, I graduated to join the company Leadership Team at Mount Gay, managing a private project in Barbados, and have now returned to the US as CEO of a new rum venture looking to create the iconic rum house in North America and share the unsung contributions and stories of those who created America’s heritage and ancestral drink, which is rum, of course.”
When she first entered the rum community, Maggie appreciated the respect and professionalism shown to women—not only by other women but also by men in the industry:
“So much of rum is tied to the Caribbean, which in many ways is a matriarchal culture where women regularly hold roles as experts, leaders, and managers. Many of the usual challenges simply didn’t arise for me.”
The American Cane CEO notes that over the years, it has been encouraging to see less surprise and more natural expectations of women occupying valuable and often senior roles in the broader spirits industry:
“We’ve always been here,” she says.
“You can find your way with your unique gifts—there’s no one degree or path into spirits. If you have passion and willingness, our industry will be better with you in it. Please join us. We need people of all identities and backgrounds to make us stronger, better, and help us go further.”
“We still have a way to go. I still see negative comments and assumptions. But the camaraderie among women in the industry is fantastic—there is genuine warmth and support.”
On the other hand, for women aiming to enter or remain in the rum industry, Maggie offers some key advice: be authentic, have passion, be willing to learn, create a safe work environment for all genders, and ask clearly and directly for what you need, while maintaining warmth to build lasting connections and networks.
“Women and femmes need to have twice the network, make twice the asks, and be explicit about how and when they need help—which is, of course, scary, because it makes you seem vulnerable. But the right people will recognize you as a capable, self-managing professional advocating for yourself.”
From her perspective, expressing what you care about and being genuine will always attract the right connections:
“In a world of palatable people, if you try to be bland, you’ll become nothing special. It could lead to a generic career. So ask yourself if that’s what you want.”
The recent announcement of Maggie as the new CEO of American Cane has sparked excitement in the industry. With this new role, she aims to elevate rum’s value and inspire a resurgence of the often-overlooked stories of American rum.
“I’m just happy to be here. If I have to say, I’d love to be part of rum’s current renaissance.”
Along the way, Maggie and Susana have embraced the historical path of rum, bridging their stories, imagination, and approaches to elevate the category and connect consumers with their roots.
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The photographies of the article are courtesy of Susana Masis and Maggie Campbell
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