On International Women’s Day every year, the voices and stories of women across the world are celebrated, as we address the issues that cause gender inequality and diversity. But despite these issues remaining, such voices and stories take a backseat once the day is done.
We think it’s worth doing the opposite and actively challenging the issues that create these gaps in our industry. So, we’ve launched this weekly series, Wednesday Women, where we’ll profile the stories of the inspiring women in this great and wide industry.
Today we speak with Linn Philips-Johansson, Brand Director for Australian aperitif Rhubi, who looks after everything from production and distribution to marketing and activations for the brand. It’s a diverse role, and one that has massively evolved since the brand’s inception in 2020, when it started out as a passion project.
“Rhubi was founded by the team at Bulletin Place – a place I worked at during its early years and which happens to have been co-owned and operated by my husband,” Philips-Johansson told Bars and Clubs.
“I have followed the journey of Rhubi since its infancy, from being a small batch liquid sitting in the attic of Bulletin Place to its first commercial bottling. I’ve assisted the team from the sideline since day one, and when the brand took off and became more than just a side hustle for the owners, they realised they needed someone dedicated to the operations and running of the business. It felt natural for me to put my hand up, and luckily the team believed in me to run with it and I have been since.”
As part of her role, Philips-Johansson works closely with Rhubi’s national distribution partner Vanguard Luxury Brand on sales and strategy. She also works closely with the founders and investors, who she says offer valuable input and help to keep things moving.
“We’re fortunate at Rhubi to have an extended team that is made up of some of the best in the industry, and we all bring such wealth of knowledge and experience to the table.”
Overcoming imposter syndrome
Prior to her role at Rhubi, Philips-Johansson worked in a range of areas in hospitality, starting out like many as a waitress and bartender at the age of 18. Fortunate enough to have worked at some of the best bars in Sydney, where she developed a passion for the craft of hospitality, she realised early on that she would always work in the drinks industry in one capacity or another.
Philips-Johansson’s first full time role was within the Events & Activations team at Time Out Magazine, working on various campaigns and activations for clients in the alcohol sector. She also went on to work for one of Sydney’s hospitality giants, but with her combined hospitality and marketing experience she became interested in managing an alcohol brand herself one day, making the move to Rhubi a welcome change and a challenge all the same.
“With Rhubi, I have gained a much broader view of what it takes to run a business. I have had to dive in headfirst and pick up the pieces as I go and I’ve learnt so much. All things supply chain, cash flow, strategy and sales – the things I hated at school like budgeting and data analysis I have had to get really good at, and I’ve started to love that part of my role. Who would have thought?
“But with that responsibility also comes great pressure – a pressure that only comes from myself. I have big imposter syndrome and often doubt myself, and because it’s just me running the operations of the brand I can sometimes crumble by the sheer thought of that. Sometimes I lie awake at night thinking about my daughters’ futures, sometimes I’m kept awake thinking about the future of Rhubi.
“Unfortunately, I think it’s quite common for women across a range of industries to have these sorts of doubts about themselves, which I believe comes down to the lack of female representation and role models in executive positions. But when I have these kinds of thoughts I often think ‘would a man think twice about this or doubt themselves like I do?’, probably not, and so I get on with my work.”
Behind the Rhubi brand
Having spent many years in the drinks industry, Philips-Johansson is still insistent that it’s a career she’ll stick with forever, and what keeps her so driven is the passion found in so many of Australia’s liquor and hospitality businesses.
“The industry in Australia is by far one of the best in the world, and it all comes down to the hospitality and humble approach we take in making each experience unique – whether that means creating memorable experiences in-venue or crafting great spirits to be enjoyed in the leisure of our own homes.
“There is just so much to learn about this industry, and the more you know the more you realise how little you know. But one thing I know for sure is that it’s a crowded market and you really need to stand out to survive. You have to have a good product, and a good reason to be in the market to keep afloat,” she stated.
Philips-Johansson likens the operating climate for small alcohol brands to those of Australian hospitality venues – susceptible to closure in the first year.
“It is small businesses in Australia that are hurting the most as we are more vulnerable to adverse economic conditions than larger businesses. We operate on tighter margins and are less able to take measures to cut costs. So, you need to offer something unique and different, which I believe we do,” she added.
It’s this understanding of the nuances of the industry that has helped Philips-Johansson to expand Rhubi’s footprint nationwide, and while this acts as a driver for her career, on a more personal level, it’s the little things that feed her love.
“Every time I get a message from a friend sharing a photo of a Rhubi bottle on the back bar of a venue they’ve visited, I get such a warm and proud feeling in my body. Because it started out so small, literally in a 10-litre bucket of fermented rhubarb juice and juniper spirit at the attic of Bulletin Place, to now be seen across more than 800 venues in Australia – it’s been amazing following this journey.
“The bartenders, managers and bar owners that believe in us and who show their support by stocking our drop in their venues – that’s where the love is. And the creativity of these people. It’s the passion for the industry that connects us, and I’m so happy to be able to play a small part in that.”
Where next?
Looking ahead, Philips-Johansson has big plans for Rhubi.
“First off, I want to make Rhubi the go-to aperitif in Australia, I’d like bartenders to choose our Australian and local version over the more traditional aperitifs on the market. Secondly, I’d like to continue to use the brand to support different areas of hospitality and align Rhubi with initiatives that foster positive cultural change. Our latest campaign with Mix Haus is an example of that, where we use our brand and our marketing funds to support women in hospitality.
“Lastly, I’d like to see our Rhubi make the move overseas. But I’m not in a hurry to get there, I think we still have some time to let her grow into her full potential in Australia before setting sail abroad,” she concluded.
