Women Leading Rum Evolves to Women Leading Rum & Spirits

The spirits industry is experiencing a historic moment with the evolution of Women Leading Rum to Women Leading Rum & Spirits. This change represents a momentous milestone in the inclusion and recognition of women in the sector, expanding the community to include all those involved in the spirits world. 

Since its inception, Women Leading Rum has been a space for education, advocacy, and networking for women in the rum world. Today, with Women Leading Rum & Spirits, we are taking a step further to include women from other spirits categories, creating a stronger and more diverse community. 

“Growth and evolution are essential in any industry, and the spirits world is no exception,” says Larissa Arjona, President of Women Leading Rum. “This transformation responds to a latent need to bring together women from different specialties to share knowledge, inspire each other, and strengthen our impact in the sector.” 

The importance of spirits in the global market

Spirits represent one of the most dynamic and globalized industries, characterized by diversity and complexity. Each spirit has a history, a tradition, and a unique production process that distinguishes it. Through Women Leading Rum & Spirits, we seek to continue our mission of education and promotion, but now with a broader focus that encompasses beverages such as rum, whiskey, vodka, brandy, tequila, gin, and others. 

“The spirits industry is a constantly evolving ecosystem, where the presence of women has been key at every stage of the process, from production to marketing and distribution,” adds Arjona. “With this expansion, we reaffirm our commitment to providing women with a platform where they can grow professionally and contribute their invaluable experience.” 

The same vision, now broader

Women Leading Rum & Spirits maintains its original focus: educating, promoting, building, and strengthening the community of women in the industry. The difference is that we now integrate all those women who play a crucial role in the production, marketing, and development of spirits worldwide. 

One of the pillars of this transformation is the launch in May of the new international 

mentoring program. This initiative seeks to connect emerging women with established figures in the industry. Through personalized sessions, specialized training, and access to professional visibility, the program focuses on a horizontal and powerful transfer of knowledge, promoting female talent in all areas of the value chain: from production and distribution to communications, innovation, and executive management. 

The Women Leading Rum & Spirits 2025 Agenda features an international program of iconic events in the spirits industry. Highlights include the Miami Rum Congress (January 31), Mondial du Rhum (February 12), Rhum Fest Paris (April 12), Taste of Rum (March 29), Spain Rum and Gin Expo (May 8), New York Rum Fest (June 7), and Panama Rum Fest (August 20). Conferences will also be held in Europe and the Americas, along with a robust educational program comprised of masterclasses and webinars organized by its partners. 

These initiatives are designed to foster female leadership, lifelong learning, and the visibility of women in the spirits industry. Our organization will continue offering training, workshops, and mentorship, ensuring that every woman can enhance her value within the industry and contribute to sustainable growth. 

A rebranding to reflect our evolution

To mark this new stage, we wanted to take the opportunity to undertake a complete rebranding, one that reflects our expansion and the strengthening of our community. Studio Guild, a Melbourne-based design studio under the founder and creative director Trish Dunstone, designed the visual identity of Women Leading Rum & Spirits. 

The rebranding captures the essence of leadership and community that our platform represents. The typography used is bold, elegant, and powerful, symbolizing the strength of female leadership. The color palette has been carefully selected to reflect the values and essence of our community. 

One of the most distinctive elements of the new identity is the ampersand (&), designed with a feminine and versatile touch. Its curvilinear shape evokes fluidity, inclusion, and growth, conveying the idea that there is always more to discover, learn, and share. It also symbolizes the connection and collaboration between women within the industry. 

About Studio Guild

Studio Guild, one of our main allies, is a design studio specializing in branding and packaging for the beverage industry. Led by women and with over 25 years of experience in the industry, the studio offers strategic solutions that go beyond traditional design, understanding both consumer behavior and business trends. Its expertise in the beverage industry ranges from spirits and RTD branding to the growing low- and no-alcohol segment. 

“At Studio Guild, we specialize in developing impactful brands that resonate with consumers and generate lasting value for our clients,” explains Dunstone. “We focus on long-term relationships and creating brands with unique and memorable storytelling.” 

Studio Guild has been awarded internationally and, most recently, ranked fourth in the world for the World Brand Design Awards 24/25 competition, solidifying its reputation in the industry. 

An invitation to integration

“This is a time of growth and unity for all women in the spirits industry. We invite you to join Women Leading Rum & Spirits, to be part of this community and contribute your knowledge and experience. Together, we can continue to break new ground and strengthen our presence in this sector,” says Larissa Arjona, President of Women Leading Rum & Spirits. 

This is possible thanks to our sponsors Ron Abuelo, Planteray, Botran, Bacardi, Ron Centenario, Ron Millonario, Rum Nation, Ron Arehucas, Gin Canaima, Cocuy Saroche, ConDesigne, Gin Citadelle and Gin Xibal. Women Leading Rum & Spirits becomes an open space for all women who wish to grow, learn, and strengthen their impact in the industry. We invite all those interested to join this community and be part of this exciting new chapter. If you would like to be part of it, please get in touch with joselina@empresasfh.com

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