Wisdom From The Women Leading the Wine & Spirits Industries, with Nicole Slone Of Above Board Liqueurs
An interview with Kelly Reeves
Stay Agile and Adapt to Change. In the dynamic world of the spirits industry, change is constant. I’ve learned to stay agile, always ready to adjust my strategies, products, and operations to meet evolving consumer demands and seize emerging opportunities.
Less than 20% of winemakers and distillers are women. Traditionally, women were excluded from these industries. This number is slowly rising as more women choose to study this profession and enter the wine and spirits fields. What is it like for those women who work in this male-dominated industry? What are some of the challenges that these women face? Is there hope for better representation, and better wages, for women in the wine and spirits industry? As a part of our series about women leading the wine and spirits industries, we had the pleasure of interviewing Nicole Slone.
Renowned as the CEO of Above Board Liqueurs, Nicole Slone is celebrated for pioneering a game-changing product line that offers unrivaled taste without compromising on health, boasting a sugar-free formula crafted with meticulous attention to flavor. With an unwavering commitment to innovation, Nicole leads the charge in revolutionizing the spirits industry by delivering premium liqueurs that redefine expectations, setting a new standard for indulgence without guilt. Above Board Liqueurs stands as a testament to Nicole’s vision, offering consumers a guilt-free, exquisite experience that transcends the boundaries of traditional spirits.
Thank you so much for doing this with us! Before we dive in, our readers would love to get to know you a bit. Can you tell us the “backstory” about what brought you to the wine and spirits industry?
My journey into the world of wine and spirits wasn’t just a career choice — it was a deeply personal pursuit fueled by passion, purpose, and a thirst for innovation. I embarked on this adventure with a clear mission: to shake up the industry with a revolutionary product that would redefine how we think about indulgence. Above Board Liqueurs wasn’t just a brand; it was the realization of years of research, experimentation, and unwavering dedication. I poured my heart and soul into crafting sugar-free beverages that didn’t just taste good but also aligned with a healthy lifestyle. It was about empowering individuals to enjoy life’s pleasures without compromising their health.
Inspired by my own journey and the growing demand for healthier alternatives, I set out to challenge the norms and expectations of the spirits market. Above Board emerged as a beacon of innovation — a guilt-free option that allowed consumers to indulge while prioritizing their well-being. This venture isn’t just about business; it’s about making a difference. It’s about giving people the freedom to savor every moment without hesitation, knowing that they’re taking care of themselves in the process. And as I continue on this journey, I’m filled with excitement for the possibilities ahead and the impact we can make together.
Can you share the most interesting story that happened to you since you began leading your company? Can you tell us what lesson you learned from that?
The beginning of the Journey of Above Board was very memorable, and I remember we faced intense pressure to stray from our vision of sugar-free liqueurs. We were tempted by shortcuts that promised quick profits, but deep down, we knew compromising on our commitment to crafting premium, sugar-free liqueurs wasn’t an option. It was challenging, but the experience taught me this- stay true to your roots, even when faced with easier options and what may seem like a sure fire way to make a profit. Values and integrity aren’t negotiable, but remaining loyal and true to the integrity of your own brand will deepen the loyalty of your customers.
It has been said that sometimes our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
one of the funniest mistakes we made was in the early days when we submitted our product to the TTB (Alcohol and Tobacco Tax and Trade Bureau). Our product was so unique that they didn’t know how to classify it — we were neither a traditional liquor nor a syrup. After a back-and-forth confusion, we finally got designated as liquor, all thanks to a naturally occurring sugar derived from dates and raisins in our product. It was a lesson in sticking to our vision while remaining flexible to adapt to the unexpected. Despite this hurdled, we’ve embraced a culture of continuous learning and resilience. Instead of dwelling on our mistakes, we’ve used them as fuel for innovation and improvement. This mindset not only strengthens our commitment to excellence but also propels us toward even greater achievements.
Today, we’re proud to offer a product that breaks boundaries in the spirits industry. From being unsure of our place on the shelves to now offering a whole new category of options for consumers, our journey has been one of discovery and growth. And as we continue navigating this ever-evolving landscape, we’re determined to stay true to our vision while remaining open to the twists and turns that lie ahead.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
Acknowledging the crucial role of support in achieving success, I am immensely grateful for the invaluable contributions of my husband, Brent Slone. His expertise in technology proved instrumental in building the backend of our business, laying the foundation for our operations to thrive. Moreover, his unwavering support, belief in our vision, and willingness to share the journey with me have been the pillars of strength that propelled Above Board Liqueurs forward. Brent’s dedication and partnership have not only enriched our personal and professional lives but have also played an integral role in shaping the success of our venture. I am truly blessed to have him by my side, and I attribute much of our accomplishments to his remarkable talents and unwavering support.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
1. Having a clear vision and the ability to inspire and guide others towards that vision has been crucial. By setting ambitious yet achievable goals and articulating a compelling narrative, I’ve been able to rally my team and stakeholders behind our shared mission.
2. In the face of challenges and setbacks, resilience has been essential. By maintaining a positive mindset, adapting to changing circumstances, and persevering through adversity, I’ve been able to navigate obstacles and emerge stronger on the other side. I was denied distillery after distillery as they would only work with their own product, but over time I was able to find the one of a hundred that put their faith in me and my product.
3. Recognizing the value of collaboration and empathy, I’ve fostered a culture of teamwork, mutual respect, and understanding within our organization. By actively listening to the perspectives of others, fostering open communication, and valuing diverse viewpoints, I’ve been able to cultivate a supportive and inclusive environment where everyone feels empowered to contribute their best.
Are you working on any new or exciting projects now? How do you think that will help people?
Expanding the offerings of Above Board Liqueurs to include four new flavors, as well as a ready-to-serve line and cocktail syrup range, represents an exciting new chapter for our brand. These additions not only diversify our product portfolio but also cater to a wider range of tastes and preferences, further solidifying our position as leaders in the spirits industry. With a relentless focus on quality, taste, and innovation, we are eager to introduce these new offerings to our loyal customers and continue pushing the boundaries of excellence in the world of premium liqueurs. Stay tuned for updates as we unveil these exciting new additions to the Above Board Liqueurs family.
Ok. Thank you for all that. Let’s now jump to the main core of our interview. Despite great progress that has been made we still have a lot more work to do to achieve gender parity in this industry. In Napa Valley, the percentage of lead women winemakers or winery owners is about 12%. Overall, men account for about 80% of winemakers and winery owners. In your opinion or experience, what 3 things can be done by a)individuals b)companies and/or c) society as a whole to support greater gender parity moving forward?
To support greater gender parity in the spirits industry, individuals, companies, and society as a whole can take the following actions:
1. *Promote Diversity and Inclusion-I think anyone can advocate for diversity and inclusion within their workplaces and communities by actively supporting initiatives that promote gender equality and create opportunities for women in the spirits industry. Companies can implement policies and practices that prioritize diversity in hiring, promotion, and leadership development, ensuring that women are represented at all levels of the organization. At a societal level, raising awareness about the importance of gender parity and challenging stereotypes and biases can help create a culture of inclusivity and equal opportunity.
2. Provide Mentorship and Support-As successful women in the spirits industry, we have a unique opportunity to uplift and empower other women as they navigate their own paths. By sharing our knowledge, experiences, and networks, we can offer invaluable support to those just starting out or looking to advance in their careers. Companies can further this effort by creating mentorship programs and offering resources to help women develop their skills and reach their professional goals. And as a society, let’s foster a culture where mentorship and support are celebrated and encouraged. Recognizing the importance of diverse perspectives and experiences not only drives innovation but also paves the way for collective success. Together, let’s lift each other up and create a more inclusive and supportive environment for all women in the spirits industry.
3. Advocate for Policy Change- As individuals, we have the power to champion policies that foster gender equality and break down barriers for women in the spirits industry. This includes advocating for fair pay, parental leave, and flexible work options. Additionally, companies can play a vital role by supporting initiatives that promote gender parity and collaborating with policymakers to create a more inclusive business environment. On a broader scale, backing organizations and campaigns dedicated to gender equality and women’s rights can drive meaningful systemic change, paving the way for a more balanced playing field in the spirits industry. Let’s all do our part to make a difference!
You are a “Wine and Spirits Insider”. If you had to advise someone about 5 non-intuitive things one should know to succeed in the wine and spirits industry, what would you say? Can you please give a story or an example for each?
1. Embrace Failure as Feedback. Failure isn’t the end of the road; it’s a stepping stone toward growth and improvement. Whenever I stumble, I take the time to reflect, extract valuable insights, and use them to fuel innovation and progress.
2. Prioritize Relationships Over Transactions. For me, building relationships isn’t just about business — it’s about genuine connections. Whether it’s with customers, suppliers, or partners, I focus on understanding their needs and building trust. That’s why I’m passionate about enhancing traditional cocktail offerings and introducing new spins to elevate bar menus, especially in places like San Diego, where I’ve grown up and have deep connections.
3. Stay Agile and Adapt to Change. In the dynamic world of the spirits industry, change is constant. I’ve learned to stay agile, always ready to adjust my strategies, products, and operations to meet evolving consumer demands and seize emerging opportunities.
4. Focus on Quality Over Quantity. While it’s tempting to chase volume, I firmly believe that quality reigns supreme. It took us two years from conception to bottling to ensure our product met our high standards. Being the first isn’t new, but being the first to prioritize quality speaks volumes.
5. Invest in Talent and Culture. At the heart of any successful endeavor is a dedicated team. I invest in hiring, training, and nurturing talent, fostering a culture where everyone feels valued and empowered. A motivated team isn’t just a workforce; they’re the driving force behind innovation, productivity, and lasting success.
Can you share 3 things that most excite you about the industry?
I’m thrilled by the growing emphasis on health and wellness within the industry, with more consumers seeking low-alcohol and low-sugar options. It’s inspiring to see the innovation and creativity in developing products that cater to these preferences, helping people make healthier choices without sacrificing taste or enjoyment.
For me, the spirits industry is more than just a business — it’s a canvas for creativity and craftsmanship. I find joy in exploring new flavor combinations, experimenting with techniques, and striving for excellence in every bottle. There’s something magical about pushing boundaries and crafting unique products that bring joy to consumers’ lives.
What I love most about the spirits industry is the sense of belonging and collaboration. It’s not just about competition; it’s about coming together as a community to support and uplift each other. Whether it’s sharing knowledge, lending a helping hand, or celebrating successes together, I’m inspired by the camaraderie and the endless opportunities for growth and connection. Together, we can uplift each other in ways that have never been done before, creating a stronger, more vibrant industry for all.
Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to reform or improve the industry, what would you suggest?
1. Alcohol Abuse and Responsibility. As someone deeply embedded in the spirits industry, I can’t ignore the grave concerns surrounding alcohol misuse and its repercussions on health and society. It’s not just a matter of business — it’s about prioritizing responsible consumption and spreading awareness about the dangers of overindulgence.
2. Environmental Impact. Like many industries, the spirits world leaves a noticeable footprint on our environment. From resource consumption to waste generation, we have a responsibility to address sustainability concerns head-on. Whether it’s reducing water usage, cutting carbon emissions, or embracing eco-friendly packaging, we must take steps to minimize our impact and ensure a healthier planet for future generations.
3. Equity and Inclusivity. Stepping into the spirits realm, I couldn’t ignore the glaring lack of diversity and inclusivity. It’s about time we address the gender disparity, racial inequality, and underrepresentation in leadership roles. As a woman-owned company navigating a traditionally male-dominated field, I understand firsthand the importance of creating a space that welcomes everyone. Our brand isn’t just for women or men; it’s for anyone seeking a healthier, more inclusive drinking experience. By championing neutrality and promoting health awareness, we’re breaking down barriers and paving the way for a more diverse and equitable industry.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“Never complain about what you permit. Your actions shape your reality; choose wisely, and take ownership of your choices.”
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger. :-)
As someone deeply entrenched in the spirits industry, you hold considerable influence and resources that can spark positive change. Your platform isn’t just about business — it’s about making a difference in the lives of individuals and communities worldwide. By using your voice to advocate for responsible drinking habits and initiatives focused on health, wellness, and sustainability, you can inspire others to prioritize moderation and make informed choices. Your influence can amplify awareness about the importance of mindful consumption and support efforts that promote both personal well-being and environmental stewardship.
Furthermore, by championing diversity, inclusion, and social justice within the industry, you can help create a more equitable and welcoming environment for all. Your actions can pave the way for a future where everyone feels valued and represented. Ultimately, by aligning your influence with movements that prioritize the greater good, you have the power to leave a lasting legacy that positively impacts society. It’s about using your platform not just for profit, but for purpose — to create a world where everyone can thrive.
Thank you so much for the time you spent with this. We wish you only continued success!
