Originally published in the 2024 Cincy Region Visitors Guide. Interview by Kevin J. Gray.
What makes our region special? Hear it straight from one of our local experts: Hannah Lowen, CEO of New Riff Distilling in Newport, Kentucky.
Credit: Hannah Lowen
Congrats on your promotion to CEO. What are you most excited about in that role?
Thank you so much! I am most excited about leading such a wildly talented and passionate team. We're heading into our second decade with the same mission we've had since day one, I honestly feel lucky to have their trust and support in helping get us there.
Your roots are in the non-profit sector, which, like bourbon, often results in building community. How does your background impact your current role?
You know, you're right on. The string that has pulled through my entire career, my formal education, my personal life, all of it, has always been my focus on people. Whether it was organizing the volunteers of a mission-driven organization, building a team or bringing together a whiskey community here in Northern Kentucky, I think my deep interest and love for the way humans think impacts my work. I love learning about what we need from each other, what makes us feel good and conversely how to talk about the parts that can be challenging. I really want to understand the person I am engaging with and I think that allows me to make better decisions and communicate clearly.
Credit: New Riff Distilling
New Riff was built on a different approach to spirits. How do you keep that as a touchstone?
It was, and still is following a different approach, respectfully different, but different, nonetheless. New Riff was founded over a decade ago, with a clear mission and a strong entrepreneurial spirit. Our first hires, many of whom are still here, truly believed that it was possible to build a world-renowned distillery from scratch and do it the "right way". When I say the "right way", what I mean is not only in the way we make whiskey - the grains, water, production methods, age, but also the way we treat our staff, their families and our communities. How we hire, promote, communicate. We've built our culture as intentionally, if not more so, than our mash bills and warehouses.
I am incredibly proud to be entrusted to carry the mantle. I have been part of building our culture since before we opened our doors, so I know what it means for our community. We know there is great value in being a business that cares more about a broader vision for success than solely profit. Somehow, someway, we think all that care, energy and, dare I say, love, makes it back into the bottle.
We're working toward the same goal we laid out back in 2014, to one day become a great small distillery of the world. Although the challenges will be different in the future, our values will remain the same.
In an interview last year, you mentioned that you'd like to see more diversity in the bourbon industry. What are some positive steps you've seen taking in that direction?
The bourbon industry has been booming in Kentucky, but also all over the U.S. for years. With a bigger tent comes more opportunity for traditionally underrepresented populations in the industry. I see and hear a lot of distilleries, like New Riff, working within their own four walls. But on an even larger scale, there is impactful work being done by organizations like the Kentucky Chamber, the Kentucky Distiller's Association, Bourbon Women and the American Craft Spirits Association to ensure there is more diversity in hiring, vendors, financing, etc. These are all organizations we partner with and we've experienced these programs firsthand - whether it be specific professional development, scholarships in higher ed, internship programs or talent pipeline programs. These initiatives have real funding behind them, often with direct support from distilleries, showing that there is staying power toward this goal. I keep meeting more and more amazing people in the industry from all walks of life - it makes me optimistic for the future.
The bourbon community intersects with so many other cultural aspects of a city. What are the most exciting non-bourbon aspects of Cincy and NKY for you?
Findlay Market, Eden Park, Cincinnati Art Museum, Great American Ball Park and so many cozy corner seats at neighborhood bars in Covington and Newport.
What's one thing about the Cincy Region that outsiders shouldn't pass up (other than Cincy chili or goetta)?
The architecture! I am still discovering all of the amazing buildings and public spaces that harken back to this region's heydays. There are incredible buildings everywhere you turn. Slowing down with a good espresso drink in hand and exploring the city by foot is a great way to take it all in.
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