Quite Frankly, Kristen Risk Refreshed the Spirits Industry

“Drink responsibly” has been a phrase we’ve seen a lot in the past few years, but with Kristen Risk, co-founder and svp of marketing communications of Frankly Organic Vodka, it takes on a whole new meaning. Risk has been championing organic foods and ingredients from a young age. At 17, she moved back to the United States after living overseas and became inquisitive about food labeling. Since then, her love of real foods and transparent labeling have become part of her lifestyle and ultimately the foundation for her rapidly growing organic spirits brand. Risk and her husband started the Frankly Organic Vodka brand in 2018, and by the end of this year, the deep flavored vodkas will be found in 45 states in supermarket chains ranging from Whole Foods to Publix with 1% of sales donated to animal welfare organizations. Adweek: How did you get to where you are today?Kristen Risk: My love for real ingredients evolved while growing up overseas where organic foods were readily available at farmers markets. I earned a BS in Business from Rochester Institute of Technology and dove into sales of consumer product goods upon graduation, in both corporate and startup companies. Frankly came about as a result of the research my husband and I had done in the CPG space. We both had years of experience working in CPG and quickly discovered that transparency was a rarity within the spirits industry. Consumers rarely give much thought to what is actually in the spirits they drink, and at the time, we hadn’t either. Upon learning more, we were unsettled that as consumers, we didn’t know exactly what was in the beverages we were ingesting. So we set out to change that. How do you foster strong professional relationships as you grow in your career?This year, I’ve conducted many Frankly Organic Vodka tastings virtually, which is a new channel for us but allows us to maintain and foster both old and new relationships, as they are very important to us in all aspects of the business. But it’s still very rewarding to get liquor to lips and see tasters' reactions to Frankly firsthand, even if through Zoom. What’s one way you’ve invested in yourself that’s had the most impact over the course of your career? What about within the past year?I have always invested in myself by caring for my health through an organic diet and exercise. However, this past year has proven challenging as my role expands. I have invested in my intuitions; surrendering to building a brand while honoring my commitment to our investors and colleagues. Even though the work-life balance can become lopsided at times, I always remember it is just temporary. How do you view work-life integration, especially now, and what advice can you share with others who may be struggling with it?I have enjoyed a healthy work-life balance, and self-care keeps my brain and body in optimal harmony. However, we have been lucky enough to have an uptick in business, especially as we expand into 45 states, and with more work comes challenges, but we always find time to exercise the balance. Brand-building is both exhilarating and exhausting and even though the work-life balance can become lopsided at times, I always remember it is just temporary. What’s one tip you can share or something you’ve learned on how to handle salary negotiations or raises?There is nothing more pleasing than to reward those who succeed, exude positivity, exhibit superior work ethic and are a team player. When negotiating salaries or raises, creating boundaries and being frank is the holy grail. Who has helped you in your journey, and how did they help shape your career?My first job out of college was at Samsonite Corporation. They had a training program that I went through, and to this day, their formal programs, instructors and motivational speakers molded an impressive foundation that helped shape my business values. What’s the single best piece of advice you’ve ever received?“Sleep on it.” My dad always told me to not feel pressured into making a decision. Think it over, weigh out the pros and cons and be informed. What does success mean for you?To me, success is defined by inner peace, honoring thyself, helping others, practicing gratitude and indulging in experiences that contribute to happiness, not the ego. Success for me is having a happy family where respect and values are cherished. Why Karina Kogan May Be the Reason You Purchased a Peloton Bike This Year

Women Trailblazers

Quite Frankly, Kristen Risk Has Given the Spirits Industry a Whole Fresh Take

Co-founder of Frankly Organic Vodka shares early beginnings of the spirits brand that will soon be in 45 states

Luz Corona

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Luz Corona