The liquor industry has long been perceived as a male-dominated space, but these awesome women are proving that passion, dedication, and leadership know no gender. 

Meet some of the legends of Liquorland who are leading the way for women in liquor retail.

Joss Granger

With an impressive 25 years at Liquorland Howick in Auckland, Joss Granger (pictured above) has dedicated her career to fostering a sense of community within her store.

For Joss, it's about more than just running a business - it’s about the genuine care she has for her team, customers, and supply partners.

“It feels an extension of our whānau, and we look after it as such,” she says.

Her advice for fellow women in the industry? Focus on the small details. “Effort matters! In sport, it’s referred to as the ‘1 percenters’; for us, it’s ‘Retail is Detail.’”

What's Joss' drink of choice? 

Joss is a “bourbon girl at heart” and never says no to a Jack Daniel’s-based drink.

Sharon Wiggins 

Sharon Wiggins (pictured above) has been a trailblazer in the liquor industry for over two decades.

She opened Liquorland Taupō on 1st May 2004, and more recently expanded her business, opening Liquorland Kokomea in December 2023.

She takes pride in breaking stereotypes, showing that women can own and operate successful liquor stores.

“What I love about being a female in the liquor industry is that most people expect males to own and operate our stores. It’s a fun and social industry - one where people celebrate and connect with family and friends.”

“My advice to women who may want to get into the industry? Give it a go and embrace the challenge. Being in business is very rewarding. I love being an employer and running a great business so my staff can pay their mortgages and look after their families.”

What's Sharon's drink of choice? 

I enjoy a good chardonnay, especially the Matawhero Church House Chardonnay.

Jo Thomas 

She may be newer to the Liquorland family, but Jo (pictured above) has already made a big impact as the owner and operator of Liquorland Mangawhai, which opened less than 18 months ago.

Jo values the relationships she builds every day with customers, delivery drivers, reps, and other local businesses. She believes that trusting her instincts has been key to her success. “There is a lot to be said for that women’s intuition!”

Her advice to fellow women in the industry is empowering: "Be your true authentic self, trust your instincts, remove the self-doubt; and, as her 20-year-old daughter wisely told her. “Let the fear fear YOU!”

What's Jo's drink of choice? 

A gin lover, Jo’s current go-to drink is a glass of Papa Salt Gin with a large ice cube and soda water - simple and delicious.

Sophie Laird 

Sophie Laird (pictured above) has owned Liquorland Shirley in Christchurch for three years and loves the dynamic nature of the liquor industry.

“No two days are ever the same. Talking to all our customers and building relationships with them is one of the best things about my day. The products are always changing and evolving, which keeps things really interesting.”

Sophie's advice to other women looking to get into the industry or to liquor retail? “Confidence is key. Set clear boundaries and don’t be afraid to assert yourself. Support and connect with other women in the industry - mentorship and collaboration go a long way.”

What's Sophie's drink of choice? 

Her drink of choice varies depending on the occasion. “I love having a gin and tonic or a glass of wine when I’m at home with my husband, but it’s Champagne, margaritas, and cocktails when I’m with the girls!”

Amie Ussher 

With 14 years in business, Amie (pictured above, with her children) of Liquorland Fitzroy in New Plymouth was inspired to join the franchise after her mother owned Liquorland Whanganui, allowing them to work together. She thrives in the ever-evolving nature of the liquor industry.

“I never get bored of this industry. I constantly want to improve, and this is such an exciting and changeable industry, so the job is never done.”

For women looking to establish themselves in the liquor industry, she offers this powerful advice.

“Shake the idea that you have to be liked by everyone. We grow up thinking we have to be liked, but there are times when you won't be, and that's okay. You are the best advocate for your business, your team, and what you stand for.”

What's Amie's drink of choice? 

"If I am pouring, it's either Wooing Tree Blondie, or I never say no to Champagne. If someone else is making it then I love a margarita."