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. So, we’ve launched this weekly series, Wednesday Women, where we’ll profile the stories of the inspiring women in this great and wide industry.
Today we speak with Grace Irwin, Marketing Manager at Hop Products Australia (HPA), who plays a pivotal role in shaping the future of the industry. With a deep connection to her Tasmanian roots, a career shaped by her love of agriculture, and a strong commitment to supporting women in the workplace, Irwin is an advocate for a more inclusive and vibrant beer world.
Irwin’s connection to the land runs deep. Growing up in Sandford, a coastal town in Tasmania, she spent her summers picking apricots on her family farm before moving to Hobart for work and study.
“I am Tasmanian, born and bred. I love this wild little island with all my heart,” she says
After gaining experience in agency marketing, she sought a new challenge and found it in HPA, where she could blend her marketing expertise with her agricultural roots.
“After a few years in agency land where I helped build some incredible brands, I wanted to flex my muscles client-side,” she explains. “HPA offered me the opportunity to do this on a global scale, with the added bonus of returning to my agricultural roots.”
Building an inclusive industry
Irwin believes the beer industry has much to gain by creating a more inclusive environment.
“It’s in our best interests to create a supportive environment for everyone,” she says.
“Women and individuals from minority and diverse backgrounds have a hugely valuable perspective to offer.”
Grace Irwin
She advocates for the importance of fostering inclusive networks, supporting women in leadership roles, and tapping into the diverse strengths and experiences of all workers in the industry. By doing so, Irwin sees the beer industry moving forward, evolving to reflect a wider range of voices and experiences.
As a woman in a traditionally male-dominated industry, Irwin has faced her share of challenges. One such challenge has been the need to constantly validate her decisions in a way that her male counterparts don’t. However, she has found a way to overcome these obstacles by staying true to herself and embracing authenticity.
“I strive to always be bold, confident and true to myself,” she says. “People are naturally drawn to authenticity.”
She recognises the importance of being confident in her decisions and leading with conviction.
Advice for women entering the industry
For those considering a career in the beer industry, Irwin has a simple but powerful piece of advice: “Join Pink Boots Society Australia and surround yourself with powerful women who you can admire and trust.”
She believes that by learning from one another’s experiences and supporting each other, women can not only thrive but help make the journey more enjoyable for everyone.
Irwin highlights the importance of mentorship, community, and shared experiences in navigating the challenges of a male-dominated field. With organisations like Pink Boots Society offering support and connection, women can find the guidance and encouragement they need to succeed.
The reward of connection
At the heart of Irwin’s role at HPA is the deep sense of community she feels.
“I love how we are intrinsically linked with our brewing customers. Our success is their success, and vice versa,” she says. “The strong sense of community and social connectedness that fosters are a great motivator to get out of bed and really go for it every day.”
Irwin finds particular joy in welcoming customers to HPA’s farm during hop harvest season, where the connection between grower and brewer is palpable. “Particularly when we get to welcome them on farm over hop harvest,” she says, describing the experience as both exciting and rewarding.
A vision for the future
Irwin’s work is not only about fostering connections within the beer community but also about creating a future where more women can thrive in the industry. Her commitment to supporting women in leadership, promoting diversity, and strengthening community bonds is shaping the path forward for the beer industry, one where everyone can contribute and succeed.
As she continues her journey at HPA, Irwin remains dedicated to empowering others, particularly women, to find their place within the beer world. With her passion for the industry, her commitment to authenticity, and her drive to make the industry a better, more inclusive space for all, she is a powerful force for change and growth.
By lifting each other up and fostering supportive networks, the beer industry can continue to evolve, with more women like Irwin leading the way.
This article was first published by our sister title Beer & Brewer.