Born and raised in Belfast, Sarah Kennedy discovered her passion for spirits while studying at Ulster University and working in hospitality. Her love for Irish Whiskey and Belfast led her to become McConnell’s Irish Whisky brand ambassador. In just a year, she has delved into McConnell’s rich history and the booming Irish Whiskey market, cementing her role in an industry she's deeply passionate about.
Glamour: What sparked your interest in Whiskey?
Sarah: During my studies at university I worked in the hospitality industry, I was lucky to have staff training from some local and international brands, this was the beginning of my passion for Whiskey. My father was also a fan of Irish whiskey and had deep appreciation for the complex flavours of different age statements and cask finished whiskey. I enjoyed some great conversations with him on flavour profiles.
Glamour: As a woman in a traditionally male-dominated industry, what challenges have you faced, and how have you overcome them in your role as global ambassador for McConnell's Irish Whisky?
Sarah: One of the main challenges has been overcoming preconceived notions that as a woman it is surprising that I drink and enjoy whiskey. To overcome this, I’ve focused on building my expertise, continuously educating myself, and demonstrating my knowledge and passion. I’ve also sought out advice and support from industry friends and other brand advocates, both male and female, which has been invaluable in navigating and succeeding in this space. As my knowledge grows so does my confidence in communicating.
Glamour: Have you noticed any shifts or improvements in gender diversity within the whiskey industry during your career? If so, what do you attribute these changes to?
Sarah: Absolutely, I have worked in the industry for 4 years now and in that short space of time there have been significant improvements in gender diversity. This has been helped by the increased awareness and advocacy for inclusivity, as well as the efforts of influential women who have worked hard to pave the way. Industry organisations and brands are now more actively promoting diversity and creating opportunities for women to thrive in various roles. For example, in our distillery we have diversity across all functions in Distilling, Export, Hospitality and Marketing.
Glamour: How do you believe diversity and inclusion can positively impact the whiskey industry as a whole?
Sarah: Diversity and inclusion bring a wealth of perspectives, which helps to improve innovation and creativity. In the whiskey industry, this can lead to valuable new product development, marketing strategies, and customer engagement approaches.
Glamour: Are there any specific initiatives or efforts McConnell's Irish Whisky has undertaken to support and promote women in whiskey, both internally and externally?
Sarah: McConnell’s Irish Whisky is committed to supporting women in whiskey through the recruitment of local women who are passionate about distilling, marketing, hospitality and history. As a brand we focus on the influential women of our industrial past, Eleanor McConnell or ‘Mother McConnell’ as we call her was the mother of John and James McConnell. As a widowed mother she was the leader of the McConnell’s Distillery in the 1800s and brought the business to great success. We also collaborate with organizations such as the Irish Whiskey Association that advocate for women in the industry and actively participate in events and campaigns that highlight the achievements of women in whiskey. The most recent example was the launch of Belfast Whiskey Week with an all-female attendance at our distillery.
Glamour: What advice would you give to other women aspiring to enter the whiskey industry, whether in production, marketing, or brand ambassadorship roles?
Sarah: My advice is to be authentic, persistent and passionate. Like any brand advocate, develop a strong understanding of the industry, seek out mentors, and don’t be afraid to network and widen your circle. Look for opportunities to develop your knowledge such as the WSET in Spirits, countless online master classes, and industry talks. Visit distilleries, this is a fun and interactive way of understanding production of Whiskey, it is also very interesting to hear the stories of how brands have come together.
Glamour: How do you approach representing McConnell's Irish Whisky to diverse audiences around the world, considering cultural differences and preferences?
Sarah: Before I present or travel, I research and learn a little about the audience I am addressing. Listening is also a great tool; I learn a lot from listening to other perspectives. Understanding and respecting cultural differences is crucial. This involves not only showcasing McConnell’s Irish Whisky but also sharing stories and experiences that reflect the local traditions and preferences. Ranging from flavour preferences to brand stories that resonate universally.
Glamour: Can you share a memorable experience or achievement during your career with McConnell's Irish Whisky that you are particularly proud of?
Sarah: Since joining the McConnell’s brand at its revival in 2020, I’ve created countless incredible memories. While my favourite memory is always evolving, the most significant so far occurred on April 17, 2024—the official opening day of McConnell’s Distillery. I was immensely proud to present a tasting to five government ministers and Joe Kennedy, the Special Envoy for Northern Ireland. This moment was truly meaningful for both me and our business.
Glamour: What do you think are the key qualities or skills that have contributed to your success in the whiskey industry?
Sarah: Having a genuine passion, enthusiasm and love for whiskey are very important. It is also very key to have strong communication and storytelling skills to connect with diverse audiences. As I have previously mentioned, it is vital to continuously improve your knowledge and awareness in the markets you operate in, successful brand advocates learn to adapt in an ever-changing industry.
Glamour: How important is storytelling in your role as a global ambassador, and how do you weave McConnell's Whisky's heritage and values into your interactions with consumers?
Sarah: Storytelling is in the DNA of not only our brand, but also our culture. It allows me to share the rich heritage and history of McConnell’s Irish Whisky, making the brand more relatable and engaging. By sharing key moments in history, historical insights of the city of Belfast, and personal experiences, I can create a deeper connection with customers, visitors and consumers and honour the authenticity behind our whisky.
Glamour: Looking ahead, what are your personal goals or aspirations within the whiskey industry, and how do you plan to achieve them?
Sarah: My Goal is to progress my current role further in marketing, my passion is building brand awareness through the creation of new products, building advocacy in consumers, and expanding our brand into new markets such as South Africa. I would also like to contribute to the changing trends and demographics in the Irish Whiskey industry.
Sarah’s favourite summer time cocktail to share with friends is refreshing and easy to make:
Add 50ml McConnell’s Sherry Cask whisky in a glass
Top with 200ml soda water
Add a few dashes of bitters and garnish with half an orange slice
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