Zacapa shines a light on the important roles females play in creating our exquisite rum
To celebrate International Women’s Day, Zacapa has partnered with acclaimed lifestyle photographer Nicolee Drake to capture the stories of Master Blender Lorena Vásquez, and the community of Guatemalan women weaving their way to empowerment by crafting the intricate petate bands that adorn every bottle of Zacapa 23.
Feature 05 MAR 2018
With the help of Zacapa, these progressive women have discarded the societal norms that saw them stay at home while their husbands worked. They have adapted their traditional craft to create an employment opportunity which guarantees a fixed income to support their families. As a result, their social standing is elevated and younger generations are finding they have greater access to education than before.
Master Blender Lorena Vásquez and a community of Guatemalan women weave the intricate petate bands that adorn every bottle of Zacapa 23
Lorena Vásquez the Master Blender of Zacapa Rum is a woman at the top of her field and one of a very small number of female master blenders in the world. At Zacapa she is passionate about supporting the women who work at every level including the community of over 700 local Guatemalan petate weavers.
Petate weaving is a hand-crafted process, like the creation of Zacapa, it cannot be rushed. Both are works of art, carefully and patiently crafted by female hands
“This work that Zacapa is doing is truly inspiring. Throughout the organization and with the leadership of Lorena Vazquez, its expert Master Blender, Zacapa is driving and supporting gender equality. I’d like to take the opportunity to recognise and celebrate the great women behind this beautiful hand-crafted rum on International Women’s Day”Cristina Diezhandino
Global Category Director Scotch and Reserve Brands
“Zacapa is answering the international call to press for progress by continuing to empower and support females within every aspect of the organisation. At Zacapa, females play a pivotal role within every channel of the business, from Production and Innovation, to Marketing, Sales, and PR. Zacapa has given a platform for progress to women in an industry where traditionally this hasn’t always been the ‘done thing'.”Lorena Vásquez
Zacapa Master Blender
To find out on this inspiring photo story follow @zacaparum on Instagram.
Petate weaving is a hand-crafted process, like the creation of Zacapa, it cannot be rushed. Both are works of art, carefully and patiently crafted by hand. For Zacapa, patience and time matters more than anything and is a focus throughout the entire creation of the rum, from blending to maturation to the time taken to savour the liquid.