For drinkers of bourbon, the iconic blend of Maker's Mark is one consumers have known to remain the same until 2008. Its classic, red, wax-sealed bottle, beholding the family recipe was rooted in the legacy of the only bourbon the Samuels family produced since they began distilling 64 years ago. But in 2008, Bill Samuels, Jr. set out to shake things up, and the leading force by his side? Victoria MacRae-Samuels, the first female VP of Operations in the bourbon industry.
“They'd never had a supervisor who was a woman before," says MacRae-Samuels. “But nothing stopped my curiosity from growing in the business."
Twenty-nine years ago, Victoria MacRae-Samuels was on the path to becoming an undergraduate professor, having spent the majority of her studies in STEM. Yet, a quick trip to Kentucky and a dinner with Booker Noe (Jim Beam's grandson) quickly changed this outcome, as MacRae-Samuels was inspired to join the bourbon industry -- odds against her as both a woman and Kentucky transfer.
As she grew in the industry, starting as a research and development chemist at Jim Beam, to joining Maker's Mark as the director of operations and eventually the Vice President of Operations, MacRae-Samuels continued to prove herself in a predominantly male industry. Part of this growth included her first project as director of operations at Maker's Mark when she joined in 2008. MacRae Samuels worked side-by-side with the founders' son and current Chairman Emeritus, Bill Samuels, Jr., on creating the brand's “first-ever new bourbon" since its founding in 1953.
“Bill came in for a meeting that day and said something that was very strange to us," she remembers as the bourbon legacy asked his team if they should consider offering consumers a different product. “Maker's Mark was known for one product and one product only but that day Bill said perhaps we should put our heads together to come up with something to provide customers with a slightly different taste while still being true to Maker's Mark."
So for the next two years, MacRae Samuels facilitated this process as the team created and tasted over 100 barrels of new-age Maker's Mark. As she worked closely with Mr. Samuels, she felt the brand had come full circle as what materialized to become the Maker's icon was a product of Marge Samuels; she designed the original bottle still on the shelf today, along with its wax seal, and encouraged the first distillery tours. “She even came up with the name," says MacRae-Samuels, “She noticed the best pieces of pewter had marks on the bottom of them representing its maker and their marks."
In continuing the female legacy of the brand, we caught up with MacRae-Samuels to learn more about her role as a woman in the bourbon industry, what it means to be the first female VP of operations in bourbon and what exactly Maker's 46 profile is all about.
At first, you weren't welcomed into the distillery--as a woman and non-Kentucky native--how did you break down any pre-existing stigmas?
I don't think I actively tried to overcome anything; part of who I am is I just keep going. I come from a very strong matriarchal family. My mother raised me by herself in the 1950s and my grandmother is a very strong character as well. I don't know if strength is in my genes but I think it's something you can develop and you can create in yourself. I just kept going, I was interested and I was learning things and that excited me.
I found that one of the best ways to break down barriers with people who have trouble understanding your credibility--that's really what it is about--the way I could build that up was knowledge. They can't argue with what I know, even if I'm a woman in the industry.
MacRae-Samuels helped with everything from the design of the bottle, its wax seal, she came up with the name and encouraged the first distillery tours.
And how do you think this motivated you to work to where you are today?
I've been in the industry for 29 years, I've also raised two daughters. So, when I hire at Maker's, I'm often hiring people my daughters' age, or even younger.
There comes a point in everyone's life, and your career, where you think how you will leave your legacy. I think what moves me along in my career--was initially the drive, the perseverance to learn and grow myself professionally--but now, I want to reach out and engage in conversation to recognize where we all are, where we come from and how far we have to go. And, what part can I play in that?
What does the title of “first female VP of operations" in the bourbon industry mean to you?
My titles have always been a descriptor of what I do--I think in my byline, I'd rather have a descriptor of what I do because I don't think titles can tell you who you are. When the master distiller left, Bill offered me the job and a few months later, he said, 'You know you're the first woman to hold this role?' I thought, 'How could I have not noticed that?'
It was a little disappointing as that was in the 2000s. Up until then, whenever I reached these roadblocks, I thought in the future, I won't have that problem. So to realize this in 2010, it was humbling but also very concerning.
"Gender is a very obvious topic when we discuss certain careers, but it really is about who people are."
You mentioned how times were changing in the bourbon industry with the prevalence of individualism. How do you encourage individualism at Maker's Mark?
Gender is a very obvious topic when we discuss certain careers, but it really is about who people are. Even though I'm leading the team, I see myself working side-by-side with everyone. In the 180 team members we have, I recognize each of them, and what they bring to work every day. Yes, we have processes and standard ways of working and quality control, and sometimes it's formalized but there should always be an opportunity for people to bring something of themselves.
What exactly is different regarding the flavor profiling of Maker's 46 vs the original MM?
Maker's 46 is a bigger and bolder version of the original Maker's Mark. The expression takes fully matured Maker's Mark and utilizes a finishing process in which ten seared French oak staves are inserted in the barrel to yield deep flavors of vanilla, caramel, oak, and spice.
Can you speak to what it's meant to play such a huge role in developing Maker's 46 and how this relates back to the female-creativity that Marge Samuels originally lent the brand's first bourbon?
Throughout the development of Maker's 46, we learned much about the uniqueness of Maker's Mark. Marge was a true pioneer in the bourbon industry – her vision remains at the foundation of everything we produce. Similar to the Maker's Mark bottle design, the Maker's 46 bottle is a tribute to Marge's groundbreaking design with its signature red wax dip and SIV logo that Marge designed.
What's next for the brand? And what's next for you?
With the success of Maker's Mark Private Select, our unique private barrel program that allows retailers to make their own version of Maker's Mark, we're continuing to experiment with wood finishes. In March, I celebrated my 29th anniversary with our company, and I'm looking forward to what the future holds. It's such an exciting time to be in the bourbon business. The industry is booming with a new level of interest from consumers. My curiosity and penchant for learning inspire me to continue to grow just as it did when I first joined the bourbon industry.
"Steal the mesh underwear you get from the hospital," a friend said upon learning I was pregnant with my first daughter.
It was the single best piece of advice I received before giving birth in December 2013. My best friend delivered her daughter eight months previously, and she was the first to pass along this shared code among new moms: you'll need mesh underwear for your at-home postpartum recovery, and you can't find them anywhere for purchase. End result: steal them. And tell your friends.
My delivery and subsequent recovery were not easy. To my unexpected surprise, after almost 24 hours of labor, I had an emergency C-section. Thankfully, my daughter was healthy; however, my recovery was quite a journey. The shock to my system caused my bloated and swollen body to need weeks of recovery time. Luckily, I had trusted my friend and followed her instructions: I had stolen some mesh underwear from the hospital to bring home with me.
Unfortunately, I needed those disposable underwear for much longer than I anticipated and quickly ran out. As I still wasn't quite mobile, my mother went to the store to find more underwear for me. Unfortunately, she couldn't find them anywhere and ended up buying me oversized granny panties. Sure, they were big enough, but I had to cut the waistband for comfort.
I eventually recovered from my C-section, survived those first few sleepless months, and returned to work. At the time, I was working for a Fortune 100 company and happily contributing to the corporate world. But becoming a new mom brought with it an internal struggle and search for something “more" out of my life--a desire to have a bigger impact. A flashback to my friend's golden piece of advice got me thinking: Why aren't mesh underwear readily available for women in recovery? What if I could make the magical mesh underwear available to new moms everywhere? Did I know much about designing, selling, or marketing clothing? Not really. But I also didn't know much about motherhood when I started that journey, either, and that seemed to be working out well. And so, Brief Transitions was born.
My quest began. With my manufacturing and engineering background I naively thought, It's one product. How hard could it be? While it may not have been “hard," it definitely took a lot of work. I slowly started to do some research on the possibilities. What would it take to start a company and bring these underwear to market? How are they made and what type of manufacturer do I need? With each step forward I learned a little more--I spoke with suppliers, researched materials, and experimented with packaging. I started to really believe that I was meant to bring these underwear to other moms in need.
Then I realized that I needed to learn more about the online business and ecommerce world as well. Google was my new best friend. On my one hour commute (each way), I listened to a lot of podcasts to learn about topics I wasn't familiar with--how to setup a website, social media platforms, email marketing, etc. I worked in the evenings and inbetween business trips to plan what I called Execution Phase. In 2016, I had a website with a Shopify cart up and running. I also delivered my second daughter via C-section (and handily also supplied myself with all the mesh underwear I needed).
They say, “If you build it, they will come." But I've learned that the saying should really go more like this: “If you build it, and tell everyone about it, they might come." I had a 3-month-old, an almost 3 year old and my business was up and running. I had an occasional sale; however, my processes were extremely manual and having a day job while trying to ship product out proved to be challenging. I was manually processing and filling orders and then going to the post office on Saturday mornings to ship to customers. I eventually decided to go where the moms shop...hello, Amazon Prime! I started to research what I needed to do to list products with Amazon and the benefits of Amazon fulfillment (hint: they take care of it for you).
Fast forward to 2018...
While I started to build this side business and saw a potential for it to grow way beyond my expectations, my corporate job became more demanding with respect to travel and time away from home. I was on the road 70% of the time during first quarter 2018. My normally “go with the flow" 4-year-old started to cry every time I left for a trip and asked why I wasn't home for bedtime. That was a low point for me and even though bedtime with young kids has its own challenges, I realized I didn't want to miss out on this time in their lives. My desire for more scheduling flexibility and less corporate travel time pushed me to work the nights and weekends needed to build and scale my side hustle to a full-time business. If anyone tries to tell you it's “easy" to build “passive" income, don't believe them. Starting and building a business takes a lot of grit, hustle and hard work. After months of agonizing, changing my mind, and wondering if I should really leave my job (and a steady paycheck!), I ultimately left my corporate job in April 2018 to pursue Brief Transitions full-time.
In building Brief Transitions, I reached out to like-minded women to see if they were experiencing similar challenges to my own--balancing creating and building a business while raising children--and I realized that many women are on the quest for flexible, meaningful work. I realized that we can advance the movement of female entrepreneurs by leveraging community to inspire, empower, and connect these trailblazers. For that reason, I recently launched a new project, The Transitions Collective, a platform for connecting community-driven women entrepreneurs.
As is the case with many entrepreneurs, I find myself working on multiple projects at a time. I am now working on a members-only community for The Transitions Collective that will provide access to experts and resources for women who want to leave corporate and work in their business full-time. Connecting and supporting women in this movement makes us a force in the future of work. At the same time, I had my most profitable sales quarter to date and best of all, I am able to drop my daughter off at school in the morning.
Mesh underwear started me on a journey much bigger than I ever imagined. They sparked an idea, ignited a passion, and drove me to find fulfillment in a different type of work. That stolen underwear was just the beginning.