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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Starting with a little background, I am an anti-bullying advocate and have recently graduated from The Parent Leadership Training Institute, where as part of our studies we were asked to come up with a community project close to our hearts and put it into action. My cause was bullying, and I began a blog and Facebook page to address issues pertaining to all forms of bullying. Implementing this project was followed by a thre- minute speech to my peers, and, after all this, here is what I have learned about bullying.
Bullying makes people feel bad about themselves, leading to feelings of inadequacy, low self-esteem and even physical symptoms. The repercussions of bullying can cause people to miss school or work as well as countless other negative side effects.
I have been bullied both at school and at work, and I know of others who have suffered the same plight. It is not fun!
My first bullying experience was in seventh grade as a young teen. There was a group of three "mean girls" who harassed me and, I later found out, several of my friends; they thought it was funny to pick on others about their clothes, their looks or whatever else they could come up with (who knows). It felt awful at the time. Supposedly, I was chosen to get picked on because they claimed I bought my clothes at the Goodwill. That wasn't true, but really who cares? Why they were picking on me was never really the point. Luckily, after a while, the meanies went on to the next victim(s) like a never-ending cycle. I tend to think once a bully, always a bully, which goes to show how good a lifestyle that is, because those "mean girls" never amounted to much. In hindsight, I feel sorry for them. Watch the movie The Gift if you're really curious about what happens to bullies when they grow up.
And bullying was not just an issue when I was a teen, since then nothing much has changed. My own nephew was bullied in eighth grade, and he recently talked to me in depth about of how the bullying took a toll on him. Especially because I had the same experience, I could relate to him in ways that some others couldn't. Like reliving my own memories, I was incredibly broken up to hear how it made him feel.
Even worse than that, bullying does not end in the school yard. Employees are being bullied on the job at an alarming rate. When you are bullied on the job as an adult, it taken an even bigger toll. Further it doesn't just go away like those middle school "mean girls." Unless you can quit your job, you might just be stuck. There are all kinds of physical symptoms, stomach pains, migraines and even panic attacks. Beyond the physical, people's mental and emotional state is extremely sensitive to bullying, and as a result work performance might suffer. Furthermore, it might feel like there is no recourse, no one to believe you. You can hope that the HR Department is willing to listen and do something about it, but the whole process can be so disheartening. And in the hierarchical corporate environment, sometimes the bully seems to get ahead and you are left lagging behind in a subservient position. This is what happened to me as a victim of workplace bullying. It started with me being told by a co-worker that my boss was following me to the bathroom, staring down the hall whenever I left my desk to make sure I came right back to my seat. Then it was standing over me as I typed, ordering me to get in a car with them, not allowing me to sit somewhere if it wasn't within their sight. The list of offenses could go on endlessly. There were times I felt like I couldn't breathe. And then, the bully torturing me got a promotion. Like the character of Miranda Priestly in The Devil Wears Prada, the classic bully is revered by her peers, despite the fact that all of her employees are terrified of her. Yet, she is in a role of high stature and praised as a bully. We live in a culture that is not only complacent in the existence of bullies, but one that actively allows them to thrive.
It makes you realize how unfair life can be. Of course, no one said that life would be fair; maybe you just assumed that bad people would not get ahead. But, they do. Even now, I cannot help but to shake my head in disbelief. I often wonder what makes a person feel the need to laud their power over another. Are they insecure? Were they bullied themselves? They must feel bad about themselves in some way? Do they feel the need to do this to make themselves look good? Whatever the reason, it certainly isn't nice at all. I have found myself at different times in my life standing up for people who have been bullied around me. And I certainly do not allow anyone to treat me in any way that I find disrespectful. I truly believe in karma, and I tell myself that at some point in time, the bullies will get it back in some way. I have seen it happen, and in the meantime, I just say to myself "What goes around, comes around."
Bullying shows no sign of slowing down, and in this day and age, it's even worse than I have experienced in the past. Cyber bulling, rumors, fist fights, knifes, guns and other forms of both mental and physical cruelty, it truly sickens me. I know that I cannot save everyone, but I try to be an advocate as much as possible and encourage others to do so as well. NO ONE SHOULD BULLIED! It is disgraceful to say the least. You should always practice grace as much as you can. With every person who chooses to do so, the world gets a little bit better. I will be writing more on this topic on a regular basis; I feel it helps to talk about this subject aloud and spread the word. and, if nothing else, be kind.