Ron Centenario: Women Who Build Legacy with Excellence and Vision

Costa Rica is a country where nature sets the rhythm of life and where people understand the value of doing things with purpose. Among mountains, forests, and a culture that honors quiet excellence, a brand was born—one that today is synonymous with elegance, tradition, and national pride: Ron Centenario.

But behind every bottle that travels to more than 37 countries lies a story worthy of being told with the same reverence as its aging process: the story of the women who have built its legacy—a legacy that, as Dianne Medrano, CEO of Ron Centenario, affirms, “proves that excellence carries a feminine imprint from the very beginning.”

A Country, a Brand, and Leadership with a Feminine Seal

Costa Rica is a land of balance: between the natural and the human, the ancestral and the modern. That same balance defines Ron Centenario, a brand that has mastered the art of turning time into craftsmanship. And from its very roots, that craftsmanship has had a feminine face.

The figure who marks the beginning of this revolution is Susana Masís, Master Blender and pioneer in a position historically dominated by men. Her technical sensitivity and sensory rigor shaped the brand’s DNA: a sweet, silky, and balanced rum that today distinguishes Centenario in the luxury segment.

Her legacy not only transformed the Costa Rican industry; it opened a path that many more women now walk. As Medrano notes, “Susana represents the origin of a profound conviction: at Centenario, excellence has carried a feminine seal from the root.”

A Team Where Excellence Is Written in Feminine Form

Today, 22% of Ron Centenario’s direct workforce is made up of women, but the most revealing figure is this: 60% of managerial and decision‑making positions are led by women.

This means that the feminine vision is not a complement—it is the axis guiding the operation, from production to international strategy. The women of Centenario do not occupy support roles; they sustain critical areas that define the brand’s present and future.

According to Dianne Medrano, leadership is reflected in three essential pillars:

• Product excellence: feminine sensitivity has strengthened the elegant and balanced profile that distinguishes Centenario worldwide.
• Sustainability: women leading certifications and environmental processes have driven conscious and pioneering production.
• Organizational culture: they have built an ecosystem of equity, well‑being, and belonging that is felt in every bottle.

For Medrano, this leadership is living proof that “innovation in the rum industry today has a woman’s face.”

An Impact That Crosses Borders

Ron Centenario benefits far more than those who work inside the distillery.

Ninety‑eight Costa Rican families depend directly on the brand—an impact that extends to 200–300 people through job stability and well‑being programs.

“Indirectly, more than 500 additional families benefit across the value chain: suppliers, logistics, transportation, commerce, hospitality, and gastronomy. Exporting a rum led by women also means exporting a message: Costa Rica believes in equity, excellence, and female leadership as a driver of global competitiveness,” says Dianne.

Training, Safety, and Growth: A Real Commitment

Developing female talent is a strategic priority. The brand invests in technical training, leadership, soft skills, and emotional intelligence. A recent milestone demonstrates this: a Self‑Defense Workshop exclusively for female collaborators, designed to strengthen their safety and empowerment inside and outside the workplace.

For Dianne Medrano, these initiatives stem from a clear conviction: “When our team feels supported, they not only reach their goals—they inspire everyone around them.”

Ambassadors Who Represent a Country

Ron Centenario’s brand ambassadors do more than speak about tasting notes. They represent a legacy, a culture, and a country. Every experience they lead is backed by an organization that lives what it communicates: coherence, excellence, and Costa Rican pride.