About Us

FOR
HIM

FOR
HER

FOR EVERYONE

SUSAN STERSTORM

SWF Second Chairwoman &
Whiskybusiness Co Founder

I am extremely honored and proud de be part of the collaboration with Let’s open up over whisky/women in whisky panel where all participants attend and work for a more including branch.view more

SARA LARSSON

Brand Ambassador
High Coast Whisky

When James who was working for Beam Suntory at the time called me up to meet over a cup of coffee in the sun, I had no idea what to expect. We talked, had coffee and a nice time ad it could have ended there, but we both felt that this could be the start of something great, and hopefully something that will turn out to be big.view more

JANNE GROTH

Founder
World Whisky Forum

During the last 25 years, the whisky industry has been a significant part of my life. The business’s pros and cons have appeared, nothing strange with that, but one thing has constantly stroked me, and that is the old-fashioned way of looking at the consumers. view more

EMELIE ANDERSSON

Customer Marketing Manager
Bacardi Travel Retail

This is a great initiative that invites and empowers consumers to help create the future of whisky marketing. At Bacardi, consumers are at the heart of everything we do, and we are committed to making whisky a more inclusive and welcoming category for everyone.view more

JAMES MCCALLUM

Partner Manager Sweden &
Finland Diageo

After several years organizing whisky events and partaking in whisky events where we witnessed firsthand the patriarchal, macho, locker room behaviors and culture, it became apparent that for us working in the industry, for some of the largest suppliers in the industry, needed to push for change.view more

MARIANA AMENGUAL

Global Brand Manager
Beam Suntory

Through Let’s Up Over Whisky Forum, we wanted to create and establish a space where we could prompt discussions around key transversal topics for the industry.view more

As we all know, the global whisky industry is more diverse than ever. Today, there are more woman not only enjoying Whisky Globally but also involved in all aspects including Whisky Making, Marketing, Sales and Distribution. Woman are a key demographic for the industry, yet it is still widely considered a Man’s World – this perception is limiting opportunities for the industry to recruit and encourage more woman to enjoy the wonderful liquids we produce. With this in mind for this first edition, the panel “Opened Up” the conversation around the systemic issues that prevent us to create welcoming and inclusive environments for all and what are the steps we need to take to drive a meaningful change.

For me personally, Diversity, Equity and Inclusion is a subject very dear to my heart and this interest is connected to my cultural background. I grew up in Venezuela, where men are typically seen as the primary income earners while women are expected to play a secondary role. Often not even have the ambition to challenge status quo and growing up surrounded in this context, you almost feel like it’s your path and the reality… but I always knew there was much more… so it took me a lot of courage and determination to embrace a different path and leave the country looking to open my world. I am also a whisky drinker and lover myself and have experienced gender stereotypes and biases when enjoying Whisky. One of the most common situations is when I’m in a bar with a male companion, and we order a Whisky neat while our male companion orders a cocktail. 90% of the time the whisky glass is automatically handed to him. These experiences have helped fuel my passion for Diversity, Equity and Inclusion.

I have always been a purpose-driven individual and creating value by doing good is one of my fundamental values. The Let’s Open Up Over Whisky Forum has provided me with a springboard to not only dream about a more inclusive and welcoming environment for all within the Spirits World, but also to embrace an active role in leading change and leaving a positive mark in the world. I am proud to be working for a company such as Beam Suntory which has supported and provided me space to be able to drive these initiatives.

EMMA ANDERSSON

Editor in Chief
Allt om Whisky Magazin

The global whisky industry is more diverse than ever. Today, there are more woman not only enjoying Whisky Globally but also involved in all aspects including Whisky making, Marketing, Sales and Distribution. Woman are a key demographic for the industry, yet it is still widely considered a Man’s World.view more

MICHAELA WECKMAN

Key Account Manager
Nordics

It´s always been important to me that everyone feels welcome, valued and able to be their authentic selves. LET`S OPEN UP is a great initiative that gives a platform for everyone to be a part of the world of whisky. I feel privileged to be able to work towards a more diverse future.

JEANETTE TRANBERG

Hans Just – Travel Retail
Brand AmbassadoR

It’s an honor to be part of this amazing project. Working in the industry for more than 20 years it is truly a vision to open up and welcome everyone into this wonderful world of whisky.