women4beverages: Sylvia Kopp talking to Jasmin Haider-Stadler, Waldviertler Whisky J. H.

Women in the whisky industry - nothing unusual any more 

Haider has never regretted her decision. "I have never seen it as a disadvantage to be a woman in charge of a distillery. I can surprise with it." She feels visibly comfortable in her role. Nevertheless, she does not want to see herself as a pioneer, as the first woman at the head of a distillery: "There are many distilleries in the small and medium-sized sector that have been run by married couples for a long time. I don't want to overshadow the influence of these women," she says. An expression of respect: not least, both her parents had set the course for her current task. She is, in fact, the second generation of women in this business. In general, the times are over when women who know whisky were still considered unusual. "Women make the whisky industry more colourful and contribute with their perception and perspective to show the tremendous diversity," she points out, "women also write valuable tasting notes!" - Sure, why should only men have the authority of interpretation? - She makes no secret of the fact that Jasmin Haider deals with alcohol differently than many an "old hand" in the business. "I have a drier approach. The goal in sales or at tastings is not to get drunk," says Haider. She simply focuses more on smelling in her professional life. 

 

Commitment beyond the own distillery

 

For "Waldviertler Whisky J.H.", they set themselves the task of further expanding the quality of the products and brand. They used the lockdown to redesign the brand image. "I had to be considerate," she says, "my parents developed it by feel at the time. It took them some time to let it go." For the visitor centre, too, she wants to focus more on class instead of mass - in other words, give more space to individual tourism.  

"Gradually, my signature is becoming more and more apparent in our company," notes Haider with satisfaction, who describes herself as determined, diplomatic and ambitious, "I'm proud of the standing I've earned." And this goes far beyond her own distillery. In 2012, she initiated the founding of the "Austrian Whisky Association" (AWA), an association of 13 distilleries for the promotion of whisky culture in Austria, of which Jasmin Haider has been the chairwoman since the beginning. She has also taken on the position of Federal Guild Master for Food and Pleasure at the Austrian Chamber of Commerce. All this underlines her courage to be big. In fact, her motto is: "Think big, act controlled." The former, she says, was inspired by her father, a visionary with many ideas. The second she owes to her mother, who likes to calculate and set a framework. "I think you need these two things to be successful," says Haider. 

 

Dual role of company management and family: feasible 

  
Since her marriage she has been called Jasmin Haider-Stadler, a double name that also has it all. "Where love falls," she says with a wink, "you can't always choose it." Her husband Daniel Haider-Stadler is an entrepreneur himself, and in Germany. A double name, one family, two companies, two locations! Whisky and stove construction. Roggenreith and Nuremberg. 380 kilometres apart. In everyday life this means a lot of commuting and above all: once more the courage to be big! Both as a businesswoman and as a wife. Not limiting oneself and making oneself small. "You have to be well structured," says Haider, "to bring everything under one hat." Jasmin and Daniel Haider-Stadler run their businesses like family businesses. Both husband and wife are present in both companies and support each other where they can. With all the structure and organisation, unrestricted priority is given to their four-year-old daughter Janika Haider-Stadler. "I have found that it can be done," says the successful businesswoman and mother, "I don't have to do everything myself. My big thanks here go to my excellent team."