We caught up with the brilliant and insightful Sailor Guevara a few weeks ago and have shared our conversation below.

Sailor, thanks for taking the time to share your stories with us today Any thoughts around creating more inclusive workplaces?

I started my career working behind the bar and experienced discrimination and sexual harassment from colleagues, bosses, and customers. When I transitioned to working for suppliers in the beverage industry, I hoped things would improve. I mistakenly associated sexual harassment and discrimination with unprofessionalism and didn’t realize how widespread these issues were. Later, I focused solely on whiskey brands in the industry, but I was tired of being asked if I actually drank whiskey and being objectified and harassed as a woman. As a result, I started seeking safe spaces, and when I couldn’t find them, I began creating them in the distilleries where I worked. This marked a turning point for me. I connected with other women in my field, shared my experiences, and sought to learn and grow together.

Along with facing gender discrimination, I also found the lack of diversity in my industry and its consumer base, especially in leadership positions, deeply troubling. I made it my goal to mentor women in the industry and advise brands on being more inclusive. The American Craft Spirits Association then launched the STEPUP Internship Program. This charitable foundation offers training, encouragement, and opportunities to underserved and underrepresented individuals to join the craft spirits community through a comprehensive internship program. I became one of the first mentors in the program and found it to be one of the most fulfilling experiences of my career.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I am a renowned Spirits Specialist, Hospitality Veteran, Content Strategist, Spirits Journalist, Podcast Host, and an Award-Winning Mixologist who has accentuated the Spirits Industry for the last 30+ years.
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As the proud recipient of the esteemed Icon of Whiskey Award in 2020, an accolade bestowed upon the individual who most effectively promotes understanding and appreciation for the craft of whiskey making, I bring a wealth of experience and an unwavering passion for the Spirits industry. My involvement in every facet of Spirits’ production, marketing, and distribution throughout my career is a testament to my dedication. The recognition of my work as an award-winning Mixologist in local and national television and media reflects my fervor for the industry.
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Living in different parts of the globe, specializing in cultural-based hospitality, and extensive training behind the bar and in production became the catalyst for me to become a staple in the Bar and Spirits Industry for the last three decades.
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In 2022, I launched Spirit Craft Social, a boutique social media and brand advocacy agency dedicated to the spirits industry. I have seen much success as a consultant and project manager focusing on emerging brands. Spreading the gospel of emerging brands in my industry is a passion of mine.

I am also the Executive Director of Good Deeds Spirits, a passionate collective of distillers and friends committed to supporting causes that lead to positive change. Each Good Deeds release benefits a cause, with a majority percentage of revenues going directly back to each beneficiary.
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My work in the Spirits and Hospitality Industry transcends the boundaries of a mere job. It is about nurturing meaningful relationships and sharing the captivating stories behind the spirits with the world. I am deeply committed to mentoring and being the catalyst for the positive change I envision in my industry.

How about pivoting – can you share the story of a time you’ve had to pivot?

In 2020, like many others, I faced challenges due to the pandemic. As a Market Manager and Brand Ambassador, my job involved daily face-to-face interactions. When my state shut down in March 2020, I knew it was crucial to stay home but also important to find ways to continue my work. Staying connected with my community and accounts, such as bars and restaurants, was vital to me.

I turned to technology and social media to keep in touch with my community and successfully shifted to virtual events. Leveraging my brand’s support, I connected consumers and patrons to my accounts. This pivot led me to establish a successful cocktail and virtual tasting company and a social media agency.

During this time, I also delved into writing and had the opportunity to write professionally in my industry. Storytelling allowed me to advocate for the brands I supported and share the stories of the people behind the brands, which I continue to do with much joy.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Honesty. It’s simple. I am an authentic person, and I am drawn to other genuine people. I believe this holds true for most humans, whether we consciously recognize it or not.

As a woman in a predominantly male-dominated industry, especially in the whiskey world where men are still the primary consumers (although thankfully, that is changing), I had to ensure that I was as knowledgeable and accurate as possible. My male colleagues would not be questioned at every turn while hosting a whiskey tasting, but I would be. The moment I realized that this initial distrust would be placed on me as a woman, I knew it was beyond my control, so I aimed to be highly well-versed and brutally honest. And that’s what I became known for. I am a straightforward communicator.

Therefore, my community sees me as an authentic person who provides honest advice and genuine reviews. My counsel appears to be valued because I have developed strong connections all around me. As a result, brands understand that I am capable of authentically telling their story and representing their brands with genuine and honest passion.

Contact Info:

• Website: https://www.sailorguevara.com/
• Instagram: @sailorguevara
• Linkedin: https://www.linkedin.com/in/sailor-guevara-150916b2/

Image Credits

Photos courtesy of Sarah Hone and Sailor Guevara.