4min readBusiness 11 July 2019
Across the world, women consume nearly as much alcohol as men do. Yet, the liquor business is an industry that primarily targets men— leaving women out as an afterthought.
As a former marketer, turned lawyer, turned entrepreneur, I previously worked for one of the world's largest wine and spirits conglomerates, Pernod Ricard. It was there where I noticed the missing space for a brand that celebrates and honors women, while also catering to their distinct tastes. That led me to start Empower Cocktails, a company that puts women empowerment at the heart of its mission.
"Empower Cocktails has become an intersectional platform that uplifts women of all backgrounds" - Tiffany Hall (Photo Courtesy, Empower Cocktails)
Empower Cocktails is a ready-to-pour line of delicious cocktail drinks, including our first product, the refreshing but not too sweet, Empower Cosmopolitan Martini. This beverage, best-served refrigerated, is made with Sweet Potato Vodka locally-sourced from a family-owned farm in Northern California, as well as triple sec, white cranberry and lime. All you need to enjoy it is a martini glass and your favorite garnish. The drink is 25 proof and contains only 80 calories per three ounces.
Empower Cocktails is my first entrepreneurial venture. The brand has empowered me to believe that with unwavering focus and determination—as well as a supportive network of family, friends and work colleagues—anything is possible. As the CEO of Empower Cocktails, I learn new things about managing a business each day and it has helped me become a more confident businesswoman. Whether it be going into law, marketing or business - I've always known that my life's purpose was to empower women and have an impact on my community. No matter what job roles I've taken, I knew that would always be part of what I wanted to do. As the CEO of Empower Cocktails, it's now everything I do.
However, the road to entrepreneurship isn't easy. It is long and challenging, and having zero experience as an entrepreneur before launching Empower Cocktails, I had to tap into my own savings to start the brand. I worked with a sweet potato farmer/distiller in Northern California and a professional flavor house to create the recipe. My goal was a light, refreshing cocktail that was gluten-free and not too sweet.
I've always known that my life's purpose was to empower women and have an impact on my community. No matter what job roles I've taken, I knew that would always be part of what I wanted to do. As the CEO of Empower Cocktails, it's now everything I do.
I was also dealing with a limited marketing budget in a space that thrives on heavy advertising, working with separate companies to buy separate elements, such as, bottles, caps, closures, cartons, packaging, partitions and labels with logo designs. And after all that was done I had no idea whether the product would sell or not. It's funny to say this as a lawyer, but I had to go into this willing to undertake a significant amount of risk. As a woman entrepreneur I continue to follow the following rules below.
Take calculated risks, and do not be afraid to fail.
You have to get outside of your comfort zone. I am not a natural salesperson, but I had to become one quickly in order to grow my business and build the brand. I visited, and currently still do, spirits store owners and restaurant owners regularly to convince them that Empower is a product they need to carry. To enhance my sales skill, I began to develop elevator pitches. I took the time to listen to and understand the needs of retailers, so that I could best show them how Empower would benefit them individually.
If you do fail, don't let it affect your confidence.
Failure is an inevitable part of success, from which we learn. So, learn from your failures and keep striving. My first distributor informed me that we would no longer work together early in our relationship. This was a significant challenge, because I had no fallback plan. I spent weeks searching for a new distributor. Once I found one, I was not only able to a secure a distributor for NY but also for Massachusetts, New Jersey, and Rhode Island. That failure turned into a major win.
Feedback was and still is critical in validating my business. It is imperative that I understand what my customers want. Whether it is feedback from retailers or conducting consumer tasting events, it is important that I pay particular attention to people's reactions. I also make it my priority to ask people precisely what they wish they were getting out of the my competitors product, so I can use my product to fill in that gap.
"Failure is an inevitable part of success, from which we learn. So, learn from your failures and keep striving" - Tiffany Hall (Photo Courtesy, Empower Cocktail)4. Learn, Learn and then Learn some more.
The key to growth and success is knowledge. So, make yourself an avid learner. Whether it is reading business and trade publications, books, listening to audiobooks and business podcasts, online classes, attending seminars and continuing education classes. Continue to educate yourself and expand your knowledge especially as it pertains to your chosen industry.
"Women deserve to have products that they identify with and should have multiple choices to choose from. I believe that making these changes in significant industries shifts how we see ourselves, and how others view us." - Tiffany Hall
5. Give back.
I know it seems difficult to give back, especially when you have limited time, budget and resources, but giving back helps you serve your community and society as a whole. I wanted Empower Cocktails to be more than just serving great tasting drinks. We utilized the Empower Cocktails platform to partner with several non-profits that champion women's initiatives including the Voss Foundation, Dress for Success Boston, Kicked it in Heels and the Metro-Manhattan Community Foundation to name a few. Empower Cocktails has become an intersectional platform that uplifts women of all backgrounds.
Women deserve to have products that they identify with and should have multiple choices to choose from. I believe that making these changes in significant industries shifts how we see ourselves, and how others view us. My ultimate goal is to leave a legacy that empowers women to pursue and achieve their dreams in the entrepreneurial space and beyond.
Empower Cocktails are available online and in over 30 stores in Connecticut, New York, New Jersey, Massachusetts and Rhode Island. To learn more about the company and to pick up some delicious Empower Cosmopolitan Martini recipes, visit empowercocktails.com.
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Women building their families often face a set of challenges different from men. Those who have had children biologically may be navigating the world of pumping at work. Others might feel pulled in multiple directions when bringing a child into their home after adoption. Some women are trying to learn how to care for a newborn for the first time. New parents need all the help they can get with their transition.
Women returning to work after kids sometimes have to address comments such as:
"I didn't think you'd come back."
"You must feel so guilty."
"You missed a lot while you were out."
To counteract this difficult situation, women are finding mentors and making targeting connections. Parent mentors can help new moms address integrating their new life realities with work, finding resources within the organization and local community, and create connections with peers.
There's also an important role for parent mentors to play in discussing career trajectory. Traditionally, men who have families see more promotions compared to women with children. Knowing that having kids may represent a career setback for women, they may work with their mentors to create an action plan to "back on track" or to get recognized for their contributions as quickly as possible after returning to work.
Previously, in a bid to accommodate mothers transitioning back to work, corporate managers would make a show at lessoning the workload for newly returned mothers. This approach actually did more harm than good, as the mother's skills and ambitions were marginalized by these alleged "family friendly" policies, ultimately defining her for the workplace as a mother, rather than a person focused on career.
Today, this is changing. Some larger organizations, such as JP Morgan Chase, have structured mentorship programs that specifically target these issues and provide mentors for new parents. These programs match new parents navigating a transition back to work with volunteer mentors who are interested in helping and sponsoring moms. Mentors in the programs do not need to be moms, or even parents, themselves, but are passionate about making sure the opportunities are available.
It's just one other valuable way corporations are evolving when it comes to building quality relationships with their employees – and successfully retaining them, empowering women who face their own set of special barriers to career growth and leadership success.
Mentoring will always be a two way street. In ideal situations, both parties will benefit from the relationship. It's no different when women mentor working mothers getting back on track on the job. But there a few factors to consider when embracing this new form of mentorship
How to be a good Momtor?
Listen: For those mentoring a new parent, one of the best strategies to take is active listening. Be present and aware while the mentee shares their thoughts, repeat back what you hear in your own words, and acknowledge emotions. The returning mother is facing a range of emotions and potentially complicated situations, and the last thing she wants to hear is advice about how she should be feeling about the transition. Instead, be a sounding board for her feelings and issues with returning to work. Validate her concerns and provide a space where she can express herself without fear of retribution or bull-pen politics. This will allow the mentee a safe space to sort through her feelings and focus on her real challenges as a mother returning to work.
Share: Assure the mentee that they aren't alone, that other parents just like them are navigating the transition back to work. Provide a list of ways you've coped with the transition yourself, as well as your best parenting tips. Don't be afraid to discuss mothering skills as well as career skills. Work on creative solutions to the particular issues your mentee is facing in striking her new work/life balance.
Update Work Goals: A career-minded woman often faces a new reality once a new child enters the picture. Previous career goals may appear out of reach now that she has family responsibilities at home. Each mentee is affected by this differently, but good momtors help parents update her work goals and strategies for realizing them, explaining, where applicable, where the company is in a position to help them with their dreams either through continuing education support or specific training initiatives.
Being a role model for a working mother provides a support system, at work, that they can rely on just like the one they rely on at home with family and friends. Knowing they have someone in the office, who has knowledge about both being a mom and a career woman, will go a long way towards helping them make the transition successfully themselves.