Sponsored article: Celebrating influential women across the drinks industry
Duygu Karaman
National Account Executive – Cash & Carry, for Global Brands UK
What has been your experience as a woman working in the drinks industry?
Being a woman in the drinks industry – especially as someone from a diverse background – has been both eye opening and transformative.
It is an industry that has traditionally been male-dominated, especially in leadership and sales roles, which means that women often must work harder to prove their expertise and earn the same level of respect.
However, I see this as a driving force rather than a setback – being in this space allows me to challenge outdated norms and pave the way for more women to step into influential roles. I have also witnessed a positive shift in the industry with more companies recognizing the value of diverse perspectives.
But progress isn’t automatic; it requires constant effort. I believe that representation matters – not just in numbers, but in making sure women’s voices are truly heard, valued, and reflected in decision making.
That’s why i make it a priority to support and uplift other women in the industry ensuring that we are not just present but empowered.
What challenges and obstacles have you personally overcome?
One of the biggest challenges I’ve faced in my career has been overcoming biases related to both my background and my gender. In the drinks industry, and particularly in wholesale and cash and carry, relationships are key – but they can also be shaped by long standing perceptions.
At times I’ve encountered male customers who were hesitant to take my advice seriously, either because of my age, my background or simply because I am a woman.
There have been moments when my expertise or recommendations were questioned, not based on the strength of my argument but because of who was delivering it.
Over time, I have learned to navigate these situations with confidence – instead of seeing these biases as limitations I use them as motivation to be even more prepared, strategic and assertive.
I have found that consistency, knowledge and the ability to build strong relationships ultimately wins respect. In many cases those who initially underestimated me have become some of my strongest business partners.
How is female equality enabled at your own organisation?
At Global Brands UK Ltd, we take female equality seriously and make sure it’s built into our day-to-day culture.
First and foremost, we focus on inclusive recruitment. We ensure that hiring is based entirely on skills and experience, not gender, so every candidate has an equal shot.
When it comes to career progression, everyone – regardless of gender – has access to the same leadership training, mentorship, and career development programs.
There’s no glass ceiling here; women have the same opportunities as men to move up the ranks and grow within the company.
We also know how important work-life balance is, so we offer flexibility in working hours and remote work options. This way, everyone can succeed both professionally and personally.
And beyond the policies, it’s about the culture we’ve built. We have a truly inclusive environment, where everyone’s voice matters, and gender equality is woven into the fabric of how we work and collaborate.
What opportunities does your organization offer for gender-blind career advancement?
At Global Brands UK Ltd, career advancement is all about merit and performance. Whether you’re male or female, your career path is determined by the value you bring to the organization.
If you deliver results and show the potential for growth, we make sure there’s an opportunity for you to move up.
We also invest heavily in employee development. Our leadership programs are available to everyone, and the goal is to give you the skills and experiences you need to take on bigger responsibilities.
And it’s not just about professional skills – we take a holistic approach. The MBTI tool we use helps employees identify their strengths and preferences, which in turn guides how we help them grow within the company. This way, we make sure that career advancement opportunities are accessible to all, regardless of gender.
Additionally, we provide mentorship programs, where senior leaders support and guide employees, helping them navigate their career growth. The idea is to level the playing field and ensure that no one is held back because of their gender.
Our promotion process is built on clear criteria – your performance, your contributions, and the goals you meet are what determine your next step, not your gender. This is how we ensure that everyone, regardless of gender, has the same opportunities for advancement.
Can you tell us about positive experiences where inclusivity has helped you in business?
In cash and carry and wholesale accounts, relationships are everything. These environments are naturally diverse, with customers and partners from various backgrounds, cultures and ways of doing business. Being a part of this space as a woman and someone from a diverse background has helped me build stronger connections.
Sometimes, being different from the industry norm can be an advantage – it allows me to approach conversations with fresh perspectives and connect with people in ways that might not be typical in more traditional settings.
Inclusivity in this sense isn’t just about policies or initiatives; it is about recognizing the value of diverse experiences and using them to create meaningful business relationships.
Can you tell us about any instances where a failure to be inclusive has impacted negatively on you or on your business?
In any industry, failing to be inclusive can create barriers to growth, both for individuals and businesses.
While I haven’t personally experienced a major incident of exclusion within my current role, I have seen how unconscious biases can impact decision making, particularly in industries like wholesale and cash & carry where relationships are key.
For example, when teams or clients don’t embrace diverse perspectives they risk missing out on opportunities to connect with a broader customer base. I have observed that when female voices aren’t heard in key discussions, innovative ideas and strategic insights can be overlooked leading to missed commercial opportunities.
Inclusivity isn’t just about fairness – it is about making better business decisions, fostering trust and ensuring that diverse talent can contribute to success.
Global Brands | Creators of Tasty Liquids You Love Since 1997
