As we approach International Women’s Day 2025 on 8 March, we are reminded of the importance of accelerating action for gender equality. The global theme for this year, ‘Accelerate Action,’ challenges us to take decisive and swift steps toward achieving gender parity, which, at the current rate of progress, will not be reached until 2158.
On the eve of this important day, we’re celebrating the exceptional women in the brewing industry who are not just breaking barriers but also demonstrating what it means to not only challenge the status quo but to forge new paths forward for others to follow.
Through this special edition of Beer & Brewer, we are focusing on women who are shaping the future of the beer industry. Their leadership and vision have not only contributed to their personal success but have also opened doors for the next generation of women to thrive in the industry.
One such woman is Tina Panoutsos, Senior Manager of Consumer Science and Alcohol Ambassador at Asahi Beverages, the parent company of Carlton & United Breweries (CUB). With more than 30 years in the industry, her journey is a testament to passion, perseverance, and the power of challenging norms.
A passion that evolved
Her journey into the beer industry was not something she initially planned. After finishing university, she was simply looking for a job in a lab. What started as a short-term position quickly evolved into a deep passion for brewing. It wasn’t long before Panoutsos discovered a particular interest in the sensory aspects of beer – the way it looks, smells, and tastes – and began to immerse herself in the intricacies of beer education and tasting programs.
Working in an environment like CUB, a traditionally male-dominated workplace, often elicited surprise when people found out Panoutsos worked in beer. She was often asked, “Do you actually like beer?” These reactions sparked her determination to challenge the stereotypes surrounding women in the beer industry and help reshape perceptions.
“When I began focusing on sensory and beer education programs – tasting and sharing my love for this incredible beverage – it was almost a novelty,” she says.
“This curiosity drove me to challenge stereotypes and change perceptions about women in the beer industry.”
Tina Panoutsos
Over time, her role evolved as she worked to build internal capabilities through training, both technical and commercial, while also fostering deeper connections with customers and consumers. For Panoutsos, beer is far more than just a drink – it’s a story of craftsmanship, culture, and connection.
“It’s such a dynamic industry, far more than just a ‘schooner of beer,’ and I’ve loved every moment of sharing its story – from grain to glass,” she reflects.
Encouraging more women into brewing
Panoutsos is a passionate advocate for encouraging more women to explore the vast opportunities the beer industry offers. While brewing is often perceived as a male-dominated field, she believes the industry is much more diverse and multifaceted than it’s given credit for.
“The opportunities are vast, and the only real limitation is hesitation. I’ve seen so many individuals thrive in areas they never initially considered,” she says. “Reflecting on my own journey, I’m grateful I didn’t stick to my initial plan of staying with CUB for just a couple of years – it turned into a career spanning over 30 years that has given me as much as I’ve given it.”
The brewing industry spans far beyond the brewing process itself. From agriculture to production, sales, marketing, finance, and more, there are countless roles that women can explore, and Panoutsos is passionate about showcasing the breadth of opportunities available. She urges women to take the leap and explore these roles, even if they may not be immediately obvious.
“By showcasing the diverse range of roles and encouraging open exploration, we can attract more women to this incredible industry,” she says.
Overcoming challenges in a male-dominated industry
Like many women in traditionally male-dominated industries, Panoutsos has faced challenges throughout her career. But rather than letting these obstacles hold her back, she’s approached them with an open mind and a relentless determination to succeed.
She credits her tenacity and patience as key factors in overcoming these challenges, knowing that change doesn’t happen overnight. She’s committed to making meaningful progress and has found strength in staying true to her values while actively working to create a more inclusive environment.
“Navigating a male-dominated industry certainly came with its challenges, but I’ve always approached them with an open mind and determination. Instead of dwelling on things I didn’t like, I focused on finding solutions and bringing purpose to my work with passion. Tenacity and patience have been key,” she says.
“Change doesn’t happen overnight, but with consistent effort, support and a clear vision, it does happen.”
Tina Panoutsos
Her success also highlights the importance of mentorship and building a network of supportive colleagues. Panoutsos emphasises that having great mentors has been instrumental in helping her achieve her goals and navigate the complexities of the industry.
Advice for aspiring women in the beer industry
Panoutsos has a simple piece of advice for women thinking about a career in the beer industry: “Just do it. Try it. Explore the opportunities.”
She stresses that the beer industry today is more diverse and welcoming than ever before, with an ever-growing array of innovative beverages and a variety of roles that suit different talents and interests.
“The beer industry today is more diverse than ever, not just in the people working in it but also in the innovative beverages we’re creating. It’s an exciting time to join.
Tina Panoutsos
“The industry, CUB and Asahi Beverages are bursting with possibilities, from traditional brewing to cutting-edge innovation. There’s truly something for everyone who’s willing to take the leap,” she says.
For Panoutsos, the collective passion for brewing is what makes the industry so special. It’s the shared energy and love for beer that connects everyone involved, whether they’re brewing, judging, innovating, or simply enjoying a drink with friends. This connection and sense of community is what makes the work so fulfilling.
“Every role I’ve had in this industry has been unique, but the one constant has been the passion that drives the people in it. Whether it’s brewing, judging, innovating, or promoting beer, there’s a shared energy that connects us all. It might sound cliché, but the collective passion for creating and delivering what I believe is one of the best beverages for bringing people together is incredibly fulfilling. That sense of connection makes it all worthwhile,” she says.
The future of women in brewing
Her career is a powerful reminder that the beer industry is brimming with opportunities for women to grow, innovate, and contribute. The barriers may still exist, but they’re slowly being broken down by passionate individuals like Panoutsos, who are committed to changing the status quo.
As we celebrate International Women’s Day 2025, we are reminded of the importance of Accelerating Action for gender equality, not just in the brewing industry but across all fields. Panoutsos’ story is a testament to the power of persistence, passion, and mentorship in overcoming challenges and building a more inclusive future.
By supporting and amplifying the stories of exceptional women like Panoutsos, we can continue to break down barriers, challenge stereotypes, and create a more inclusive and equal world for women everywhere. Let’s accelerate action together and build a future where gender equality is a reality for all.