#WCW: The Macallan’s Sam Leotta on Breaking Barriers in the Liquor Industry

There are two inarguable truths when it comes to the liquor industry: First, you may learn all there is to know about alcohol; and second, its more common to see males dominating the industry rather than females. Until now, that is.

In recent years, women have taken spirits by storm by fermenting their own wine, acquiring beer certifications and managing liquor brands. 

Whiskey lovers will be glad to hear that one female powerhouse is behind their favorite drink. Sam Leotta, Senior Brand Manager of top-shelf whiskey The Macallan, has been in the whisky business for more than ten years. Leotta (who appropriately goes by @whisky.sam on Instagram) speaks on just about every detail regarding Macallan’s products, including how its become a staple in Latin American countries.

We chatted with Leotta just in time for National Scotch Day! Read on to see why she’s this weeks #WCW. [pagebreak]

How did you first became interested in scotch?

By accident, actually! I joined the industry almost a decade ago, without knowing much about Scotch whisky, at first. But as soon as I visited the first whisky distillery in Scotland and saw the unique and fascinating magic of whisky-making firsthand, I fell in love immediately. Seeing the whisky makers’ commitment to making such a beautiful and handcrafted product (for no other reason than their passion for it) was humbling. It gave me deep understanding and appreciation of an industry that, although quite large, still has an incredible amount of handmade qualities and a specific and meticulous mastery, I have not seen in any other industry before. From that moment on, I knew I had found my passion, both professionally and personally.

As The Macallan’s brand manager, what do most people ask you regarding Scotch? What are they usually looking for, and how do you help them?

I always get asked which whisky is “the best”. I believe this has to do with the fact that most people associate Scotch whisky (and especially The Macallan) with the utmost quality. The answer is subjective and it really depends on their taste preferences, so I try to guide people into a flavor profile that will suit them. I also hear from people who don’t like whisky. To those people, I say they haven’t tried the right one yet and make it my mission to find something they like, whether it’s bolder and rich whiskies, lighter and citrusy, or even smokier – there’s definitely a whisky for every taste!

What tips do you give for pairing the drink with food?

Whisky makes a fantastic complement to many foods. Similarly to how people approach wine pairings, I always recommend matching the type and character of the whisky with the food. For lighter profile whiskies, such as The Macallan Fine Oak 15yo, which has citrus and vanilla notes, I recommend creamy cheeses such as brie or seafood. For richer and more full-bodied whiskies, such as The Macallan Sherry Oak 12yo, which has hints of dried fruit and spices, I love pairing it with bacon wrapped dates, sharp cheeses and decadent desserts such as sticky toffee pudding. [pagebreak]

Fact: “The single malt Scotch is growing amongst females and Latinos.” Please explain!

It’s about time we’ve discovered the beautiful world of single malt Scotch whisky! Blended whiskies have been traditionally more popular in Latin countries and with Latino consumers, but as Single Malts continue to grow into more markets globally, and whiskies in general are further established in consumers’ palates, Latinos are starting to expand their repertoire and explore and appreciate great single malts such as The Macallan. It’s also no surprise that women are gravitating more and more toward single malts as we are biologically better equipped for nosing than men, thus allowing us to detect more flavors and notes in whiskies.

Unfortunately, most don’t think of females when it comes to the alcohol industry. Can you tell us a little about what it’s like to be the face of one of the major Scotch companies in the world? Have you ever faced any discrimination/criticism as a female?

I am truly fortunate to work not only for my favorite whisky, but also the best Single Malt Scotch whisky in the world. And I get to share fascinating stories behind whisky-making and inspire people to take part in this world.  It’s demanding and stressful at times, but incredibly rewarding and dynamic, which is the reason I wake up every day energized and ready for the next challenge.

The liquor industry is vastly male-dominated, so it definitely took a lot of hard work, dedication and determination to carve my own path despite all the challenges. Although I have faced instances of discrimination and gender bias in the past, I believe this is finally starting to change, as we see more women in positions of influence making an impact in the alcohol industry, and across other industries, which is encouraging. But we’ve only scratched the surface and must continue to poke our (biologically superior!) noses out there to crate change and ensure women continue to lead and inspire.