On International Women’s Day every year, the voices and stories of women across the world are celebrated, as we address the issues that cause gender inequality and diversity. But despite these issues remaining, such voices and stories take a backseat once the day is done.
We think it’s worth doing the opposite and actively challenging the issues that create these gaps in our industry, which is why we launched our weekly Wednesday Women series, where we profile the stories of the inspiring women in this great and wide industry.
Today we speak with Carmen Hartwich, recognised by many for the three-and-a-half years she spent at Brown-Forman, and now in her role as National Advocacy Manager at Starward Whisky. But alongside that role, she carries rare authority in the spirits world as Australia’s first Master of Bourbon – and the first female to hold the title globally.
Speaking to The Shout, Hartwich describes the path to that achievement as the best, most difficult, rewarding and stressful experience she’s ever undertaken – one that consumed her life for several years.
“Leading into the exam I was doing blind tastings twice a day, I was constantly seen with a bourbon book under my nose, and dialling in with other candidates from the U.S. every week,” she recalls.
Becoming a Master of Bourbon is no small feat – it’s a milestone that would be significant for anyone – but holding this title in a historically male-dominated category makes it even more remarkable. Even now, more than a year since receiving her qualification, Hartwich says she is still in a state of disbelief.
“I’m so thankful that we’re at point in time where we’re seeing true change, where more women are being welcomed into the fold of such an amazing industry. That does however show the hard work and dedication that was put in by the women who came before us. If I can continue that ethos and make a difference then I’ll keep pushing forward and take as many with me as I can,” she stated.
“My role now as a Master is not only advocating for American whiskey, but assisting those who are wanting to delve down the same path, and of course nurturing anyone with a keen interest.”
Early influences
Before becoming Australia’s first Master of Bourbon, Hartwich’s connection to the spirit started like many others, while working in hospitality.
“I was so lucky in the infancy of my hospitality career to have mentors who were willing to spend the time with me and educate me,” she explains.
Her expertise today trace back to an early fascination with bourbon, and she distinctly remembers two experiences that pushed her to turn her interest into a career-defining pursuit, starting with her first proper bourbon tasting with Buffalo Trace, when she says she became hooked.
“Then I was fortunate enough to visit the Michter’s distillery on a work trip, that was a pivotal point in my career where my fascination with bourbon flourished. I think about that trip all the time and it reminds me why I love what I do.”
Bourbon mastery to Aussie whisky advocacy
Though her journey is marked by a deep connection to America’s signature spirit, in her new role at Starward, Hartwich has gone from championing bourbon to advocating for Australian whisky.
She says she will always love bourbon, and that will never change. “But the more I found myself deeply embedded in the world of whisk(e)y, the more I realised how fantastic some of the liquid is that’s coming out of our own backyard,” Hartwich continues.
“I love the Australian whisky industry in its entirety, but Starward was really pushing those boundaries of what whisky could be,” she says, explaining why she was drawn to the distillery. “Dave Vitale, Starward’s founder, is so passionate about growing the category and taking it to the world, plus, Carlie Dyer our head distiller is just an absolute legend and wealth of knowledge.”
So far, she’s had no difficulties translating her deep bourbon expertise to Aussie whisky – in fact, Hartwich says: “It’s amazing how many parallels can be drawn between the two categories, which is ironic given that Australia doesn’t really have a ‘typical style’. But at its core whisky is three ingredients: grain, yeast and water. If you love a category, you love it in its entirety, and we make pretty bloody good whisky here.
“In the words of [award-winning drinks writer] Dave Broom, this is an industry where individuals are trying to establish themselves, rather than conforming to some commonality.
“Our craft whisky history is short by comparison to others, and our laws are pretty loose. So, we have the incredible ability to experiment and break down some barriers for what people perceive conventional whisky to be. We’re on the forefront of a new category where people are literally writing the stories others will read about decades in the future. How could you not be excited about that?!”
Bringing Aussie whisky to the world
Having already made history, Hartwich shows no sign of slowing down, with further studies already under her belt.
“I’m actually currently studying for my next and final Masters. I’ll sit my Master of Whisky through The Council of Whisky Masters in Scotland next year. My knowledge here broadens to whisky in every major producing country rather than focusing on a singular style.”
From there, she hopes to continue her path of bringing Australian whisky and Starward to the world.
“We do things differently here and I can’t wait for the rest of the world to experience it,” she says.
And with her sights firmly set on not only her own future, but the future of the category, she’s channelling her expertise into making whisky more inclusive – welcoming more women into the category and sharing it with drinkers from all walks of life.
“Whisky is for everyone, even now sometimes that seems to be forgotten. We’re still pushing past the notion what whisky is a ‘man’s drink’. If anyone shows interest and passion in the category, help it flourish! Connect them with likeminded people and nurture that interest. All of us that work in whisky are so excited to help it grow, and we need as many people in it with us to do that,” added Hartwich.