March is a time to honor the architects of change, the ladies who checked out “the way in which issues are” and determined to construct one thing higher. Within the male-dominated world of beverage alcohol, few individuals embody that spirit of architectural rise up fairly like Katey “Bunny” Rafanello.
Whereas many know her because the unmistakable face of Malört, one in all America’s most iconic (and polarizing) spirits, “Bunny’s” true legacy is being written behind the scenes and throughout the promotional panorama. As a lifelong hospitality skilled and spirits business chief, she hasn’t simply demanded a seat on the desk—she’s constructed her personal desk, invited her friends to sit down down and rewritten the script for what a girl in beverage alcohol can obtain.
In honor of Ladies’s Historical past Month, we’re stepping behind the bar to have a look at how “Bunny” transitioned from a younger hospitality skilled to a pivotal chief. Her profession supplies a compelling take a look at how ladies set up authority and longevity within the male-dominated spirits business with out conforming to the loudest norms.
At the moment, “Bunny” balances brand-building, gross sales and advertising and marketing technique for Malört whereas sustaining a recognizable presence in bars, eating places and occasions. Her work spans on- and off-premise accounts, purchaser relationships, occasions and long-term market development, counting on instinct, emotional intelligence and stamina, abilities which can be important however usually undervalued in management conversations.
Making a Seat on the Desk
“Bunny” joined CH Distillery at a time when the gross sales staff was solely male. As an alternative of adapting to a “bro-y” tradition, she constructed authority via preparation, documentation and outcomes. She insists on being heard, places choices in writing and lets constant efficiency converse for itself, a management fashion that challenges conventional business expectations.
Because the senior territory supervisor for Illinois, “Bunny’s” preliminary entrance as a girl into CH Distillery wasn’t all that troublesome.
“The ‘boys membership’ facet was positively there, however fortunate for me, all the lads at chapter and Jeppson’s had been very respectful,” she says. “Due to this, my transition into that world was rather a lot simpler than for most individuals. I really feel very fortunate that our crew is steadfast allies of inclusion.”
With out the trouble of making an attempt to show herself to her male coworkers, this allowed “Bunny” to completely decide to being herself and being extra genuine.
“It’s rather a lot simpler to maintain monitor of being your self as an alternative of placing on an act. You don’t should convey notes that means,” she says.
However despite the fact that “Bunny’s” coworkers had been simple to work with, the identical can’t be stated for the remainder of the beverage alcohol business. In reality, at first of her profession at CH Distillery, she delt with fairly a little bit of skepticism.
“A couple of occasions, I’d be at an account, and they’d inform me, ‘OK, nicely simply have your boss name me, after which we’ll make the choice.’ And I’d say, ‘I’m the boss, and I’ll make the choice proper now.’ Coping with individuals who had been skeptical of me made me wish to refine my abilities and take that as a chance to construct an unshakable confidence,” “Bunny” says.
It’s true that being a girl on this business offers you thick pores and skin, and conditions like these can get tiring. However as an alternative of letting individuals get to her, “Bunny” used these alternatives to make herself stronger, turning these accounts into profitable enterprise relationships.
Main with Ardour
Resulting from her alluring charisma, “Bunny” usually helps placed on public occasions for CH Distillery and Jeppson’s. She’s additionally led some cocktail-making lessons, and whereas she doesn’t contemplate herself an knowledgeable mixologist, her previous expertise as a chef helps her create some scrumptious concoctions.
“Main occasions and being current at activations are so essential as a result of it permits you to flip somebody right into a loyal buyer and a model advocate,” she explains.
“Bunny” may be very passionate in regards to the Jeppson’s Malört model. “I really feel in tune with the model, and it sort of displays who I’m,” she says.
And balancing the “subtle craft” aspect of CH Distillery with the “cult traditional” power of Jeppson’s Malört isn’t any downside.
“I really feel simply as comfy in a night robe as I do in overalls and work boots, so I’ve a spot on either side,” “Bunny” says. “We’re able to doing many issues over right here at chapter and Jeppson’s. And since there’s a small staff of us, you recognize we actually care.”
Empowering Ladies in Spirits
“Bunny” remembers CH Distillery’s co-founders Mark Lucas and Tremaine Atkinson being nice mentors and serving to her navigate the early levels of her profession. In reality, many individuals on the distillery had been large in serving to her get to the place she is right now.
“There are lots of people on our operations groups that had been beneficiant with exhibiting me the ropes and giving me networking recommendation,” she says.
And now, “Bunny” will get to go on that torch to different ladies trying to make it within the beverage alcohol business.
Her primary piece of recommendation? Take the danger, strive getting your foot within the door and take heed to your self.
“Get in nonetheless you may, as a result of when you’re in, it’s simpler to maneuver the place you need from there,” she recommends. “And greater than something, be your self. Folks assume they should be a sure means with the intention to make it on this business, however you don’t. Folks will see proper via you.”
The beverage alcohol business has actually made strides inside the final 10 years with inclusion and variety within the office. And with the assistance of “Bunny” and different extremely hard-working ladies, we are able to ultimately make it to an area the place we’re not largely male-dominated.
