As we approach International Women’s Day 2025, we are reminded of the importance of accelerating action for gender equality. The global theme for this year, ‘Accelerate Action,’ challenges us to take decisive and swift steps toward achieving gender parity, which, at the current rate of progress, will not be reached until 2158. This year, we’re celebrating the exceptional women in the liquor industry who are not just breaking barriers but also demonstrate what it means to not only challenge the status quo but to forge new paths forward for others to follow.
Through this special edition of National Liquor News Leaders, we are focusing on women who are shaping the future of the liquor industry. Their leadership and vision have not only contributed to their personal success but have also opened doors for the next generation of women to thrive in the industry.
Claudia Castles, Store Manager at Dan Murphy’s Bullimba, has carved out a successful career in liquor retailing, blending her background in customer service with a growing passion for product knowledge.
After being named Young Liquor Retailer of the Year at the 2024 Retail Drinks Awards, Castles continues to rise through the ranks, leading her store with enthusiasm, authenticity, and a commitment to exceptional service.
Castles’ journey into liquor retail began with a focus on customer service. After reaching a ceiling in her previous retail management job, she sought a career that offered growth opportunities. She joined Dan Murphy’s and quickly discovered her passion for learning about wine and whisky, which led her to take on leadership responsibilities.
“My background is in customer service, so it was what I could bring with customer service that initially drew me to Dan’s,” she says.
A passion for people and products
Having been involved in opening several stores, Castles learned the importance of cultivating strong team culture from the ground up. She believes in connecting with her team and setting expectations early to ensure alignment with company goals around customer service, Responsible Service of Alcohol (RSA), and ID25 compliance.
“Being a part of the opening of a Dan Murphy’s store is an awesome experience as you get to build your team culture,” she says.
It comes down to having passion for what you do and sharing that passion with others.”
Claudia Castles, Store Manager, Dan Murphy’s Bullimba
Castles finds excitement in connecting with customers and sharing her love of wine and spirits. She particularly enjoys recommending wine for special occasions and working with local brewers and distillers to introduce new products to her customers. Her role allows her to combine her passion for drinks with a genuine desire to help others discover the perfect product.
Under Castles’ leadership, the Bullimba store has built a reputation for outstanding customer service. She strives to create a fun, welcoming atmosphere that motivates her team to provide memorable experiences.
“Providing amazing service to customers starts with a genuine passion from each team member,” she explains. “We are so proud of our reputation for customer service, so it’s easy for us to do what we love.”
As a leader, Castles values authenticity and care. She aims to foster an inclusive workplace where the team supports each other and celebrates successes.
“One of my values, not just in leadership, is always being my authentic self,” she shares.
Looking ahead, Castles plans to continue developing her product knowledge and pursue a leadership role that allows her to lead a larger team.
Castles sees the industry adapting to changes in customer behaviour, including the rise of e-commerce and the increasing demand for value and convenience.
“Customer needs are evolving and changing with convenience offerings,” she says.
As customer preferences shift, Castles is committed to ensuring the store continues to meet these demands and offers the best range of products.
For anyone considering a career in liquor retailing, Castles offers this simple advice: “Dream big. It comes down to having passion for what you do and sharing that passion with others.”
This article originally appeared in the 2025 Industry Leaders Forum edition of National Liquor News.