Blending Passion With Purpose

Had Rohini Menezes followed her initial career path in finance, her life might have taken a vastly different turn. But a pivotal shift toward marketing led her to a career rich with passion, purpose, and immersive storytelling, especially in the world of luxury spirits. Today, as Portfolio Manager (House of Suntory) at Suntory Global Spirits, she channels her curiosity and strategic vision into crafting remarkable consumer experiences. It has been an exhilarating ride, and she wouldn’t have it any other way.

Rohini’s love for luxury brands, craftsmanship and attention to detail is what drew her to the alcohol beverage industry. “I am an advocate for luxury brands, storytelling, and marketing strategy,” she shares. With over 16 years of experience in sales and marketing, she now spearheads the growth of House of Suntory in India, strengthening its luxury positioning and prestige strategy.

Moving from carbonated beverages in the fast-moving consumer goods (FMCG) sector to premium spirits in this industry, Rohini found her niche in curating aspirational and immersive experiences that go beyond products. “Before joining Suntory Global Spirits, I played a key role in building luxury brands across various organisations, spanning wines, whiskies, and white spirits,” she informs. Now, her focus is on expanding the brand’s footprint in India while deepening consumer connections with premium offerings.

Finance To Fine Spirits

Rohini graduated with a major in finance, which she believed was her calling. However, that quickly changed after she started her career in marketing and soon grew to love it. A couple of years into working, Rohini took a bold leap that became the foundation for the incredible journey ahead. “I decided to move cities and step into a sales role with a leading FMCG beverage organisation. Sales was an entirely new playing field for me, demanding a different set of skills and a fresh perspective,” she reminisces.

This shift wasn’t easy. It pushed her out of her comfort zone, requiring her to master relationship management, negotiation, stakeholder engagement, business partnerships, and customer-facing interactions. It was a steep learning curve, and the pressure to deliver results was constant. “It tested my resilience with late meetings and travelling across locations, which went against societal expectations on women safety,” she says.

But Rohini pushed past these barriers to prove that capability and commitment can outweigh any preconceived limitations. Her deep understanding of sales continues to shape her strategic decisions today. “Each interaction allows me to appreciate the nuances of these relationships, ensuring that my contributions are not only effective but also aligned with the broader goals of our organisation,” she states.

Women In Spirits

The alcoholic beverage industry has long been male-dominated, but women like Rohini are reshaping its landscape. From innovation and brand strategy to redefining consumer engagement, women are making significant strides. “Our presence brings fresh perspectives, fostering inclusivity and expanding opportunities for mentorship and leadership,” she comments.

However, challenges remain, particularly in navigating complex regulatory landscapes and outdated societal perceptions. Rohini believes that simplified licensing frameworks, greater market access, and inclusive networking platforms will enable more women to thrive in leadership roles. “By pushing these boundaries, I believe we are not only shaping a more dynamic and progressive industry but also paving the way for the next generation of women leaders,” she elaborates.

Setting Boundaries

Today’s corporate world can be overwhelming, with a fast-paced culture and intense competition often blurring the line between working hard and overworking to the point of exhaustion. Rohini acknowledges the intensity of competition but stresses the importance of setting boundaries. “While job roles and responsibilities play a role in work-life balance, it is ultimately up to us to set boundaries and manage the environments and the people we engage with. It is important to ensure that work doesn’t consume all our time or mental space,” she says.

She advocates for making time for personal joy, whether through hobbies, yoga, learning a new language, or music. “These moments of pause help rejuvenate the mind, bring clarity, and personally for me, have sparked some of my most creative ideas,” she shares.

Mentorship & Mastery

For Rohini, every initiative is an opportunity to inspire, influence, and create lasting impact. One such initiative that remains close to her heart is the company’s flagship ‘One Night in Toki-O’ brand platform for Toki Suntory Whisky. At Suntory Global Spirits, the mission extends beyond crafting exceptional spirits; it is about introducing Japan’s rich traditions to Indian consumers in a way that is both meaningful and engaging.

“With One Night in Toki-O, we brought Japan to life in a truly immersive way,” Rohini says. She, along with her team transported audiences to the vibrant streets of Tokyo, creating an immersive experience that captured the dynamic, playful, and whimsical essence of Japan. “What began as a one-time idea resonated so deeply with audiences that it became a flagship experience for the company,” she adds. This initiative stands as a testament to Rohini’s vision of blending tradition with innovation.

This ability to create impactful experiences stems from Rohini’s belief in continuous learning, a philosophy rooted in the Kaizen approach, which advocates constant selfimprovement. “I show up to work every day with an excitement to learn something new,” she says. Whether it’s gaining insights from her colleagues, mentoring those around her, or refining her expertise, she thrives in an environment of continuous development.

Luxury is not just about excellence in craftsmanship; it requires a broad set of skills and a mindset of constant growth. Rohini’s passion for the luxury industry fuels her drive to not only excel but also to empower others. She firmly believes that true leadership lies in the ability to uplift those around you. By nurturing talent and fostering a culture of inspiration, she ensures that her team is not just keeping up with industry standards but setting new ones.

Her journey, marked by innovation, mentorship, and an unwavering love for luxury, is a testament to the idea that when you love what you do, you never work a day in your life. Through ‘One Night in Toki-O’ and her daily commitment to empowerment, Rohini continues to leave an indelible mark, shaping both the brand and the people who make it extraordinary.

 
Quick Shots

🌸 One word to describe your drive
Curiosity

🌸 An accomplishment you are most proud of
My journey so far

🌸 A person who inspires you the most
Belcalis Marlenis Cephus, an American rapper also known as Cardi B

🌸 Your go-to mantra for tough days
Embrace the journey

🌸 If not in your current role, what would you be doing?
Cosmetology

🌸 Legacy you want to leave behind
The stories they will tell about me

🌸 One drink that describes you
On the Rocks

🌸 Early bird or night owl
Early bird

🌸 Go-to power song
‘Girl on Fire’ by Alicia Keys

 
Bold Vision

Rohini is committed to breaking industry norms by blending creativity, curiosity, and cultural depth. Her vision is to craft experiences that go beyond conventional success metrics, creating something extraordinary and unforgettable.

Whether it’s through storytelling, immersive experiences, or reimagining the way we engage with luxury, her goal is to push boundaries and craft experiences that are not just successful but remarkably distinctive and unforgettable.