Jessica Yuen-Hernandez

A lot of my success has come from my community. It comes with the follow-through, showing up, building relationships day-to-day, getting to know the people who work in and outside of the industry. It's about just showing up for them, even if it's personally, not always a business transaction. Sometimes someone needs an ear to lean into or to listen. Once you build those relationships, that's whenever the trust builds, and you gain friends and family throughout the industry. They, of course, in turn help you build because they believe in you. Supporting each other is really the biggest foundational asset when it comes to being part of a community and being successful in them.

The best advice I’ve ever been given was to take a step back and remember:

we’re not performing open-heart surgery.

We’re creating experiences.

An escape.

A moment for someone to disconnect from the stress of everyday life and enjoy something memorable.

Hospitality, spirits, events, and brand building are about giving people a temporary vacation from normality.

Somewhere along the way, I became so focused on the next goal, next placement, next activation, and next opportunity that I forgot to celebrate the wins already happening.

But growth deserves recognition.

The late nights, the relationship building, the setbacks, the small victories that turn into momentum — they matter too.

Take the time to celebrate what you’re building while you’re building it.

The advice I would give to women entering this industry is simple:

It’s tough. It’s competitive. And yes, it’s still very male-dominated.

But that does not mean there isn’t space for us to thrive within it.

Success in this industry takes consistency, resilience, professionalism, and the ability to keep showing up even when things get difficult. There will be long days, setbacks, moments where you feel underestimated, and times where you’ll have to work twice as hard to prove yourself.

Keep going anyway.

Maintain a positive attitude. Stay confident in your abilities. Build genuine relationships. And most importantly, always follow through.

If you say you’re going to do something, do it. Do it professionally, do it consistently, and do it to the best of your ability every single time.

Your reputation will carry you further than anything else.

There is room for women in this industry not just to participate but to lead, grow brands, build culture, and create lasting impact.

One of the biggest challenges in this industry is that it’s constantly evolving. Alcoholic beverages are no longer automatically the center of attention the way they once were. Consumers are shifting toward alternatives, THC, CBD, functional beverages, wellness-focused products, vitamin-infused drinks and while those categories have always existed, they’re growing faster and demanding more attention than ever before.

That means building a brand today requires more than simply selling a product. It requires adaptability, creativity, relationship-building, and understanding how consumer behavior changes in real time.

But within that challenge is also the biggest opportunity.

The biggest opportunity is believing in yourself even when no one else is cheering for you yet. It’s understanding that growth doesn’t always happen loudly. Sometimes it’s built quietly through consistency, long days, difficult conversations, follow-up, resilience, and simply continuing to show up.

I think a lot of us, especially women in leadership and sales-driven industries, are guilty of constantly chasing the next goal without taking time to recognize what we’ve already accomplished. I know I am.

We move from one milestone to the next without acknowledging how far we’ve come.

The real opportunity is learning to lean into your own success. To recognize the work you’ve already put in. To trust yourself enough to keep going even during uncertainty. To show up before the recognition arrives.

Because sometimes the person who has to believe in you first… is you.

I do lean a lot into my faith. My faith is what keeps me going every day. As far as values, it's being honest, being open, being a trustworthy person, being someone who will always follow through. Say what you're gonna do, be there for others, and the rest will come.