March is a time to honor the architects of change, the women who looked at “the way things are” and decided to build something better. In the male-dominated world of beverage alcohol, few people embody that spirit of architectural rebellion quite like Katey “Bunny” Rafanello.
While many know her as the unmistakable face of Malört, one of America’s most iconic (and polarizing) spirits, “Bunny’s” true legacy is being written behind the scenes and across the promotional landscape. As a lifelong hospitality professional and spirits industry leader, she hasn’t just demanded a seat at the table—she’s built her own table, invited her peers to sit down and rewritten the script for what a woman in beverage alcohol can achieve.
In honor of Women’s History Month, we’re stepping behind the bar to look at how “Bunny” transitioned from a young hospitality professional to a pivotal leader. Her career provides a compelling look at how women establish authority and longevity in the male-dominated spirits industry without conforming to the loudest norms.
Today, “Bunny” balances brand-building, sales and marketing strategy for Malört while maintaining a recognizable presence in bars, restaurants and events. Her work spans on- and off-premise accounts, buyer relationships, events and long-term market growth, relying on intuition, emotional intelligence and stamina, skills that are essential but often undervalued in leadership conversations.
Creating a Seat at the Table
“Bunny” joined CH Distillery at a time when the sales team was entirely male. Instead of adapting to a “bro-y” culture, she built authority through preparation, documentation and results. She insists on being heard, puts decisions in writing and lets consistent performance speak for itself, a leadership style that challenges traditional industry expectations.
As the senior territory manager for Illinois, “Bunny’s” initial entrance as a woman into CH Distillery wasn’t all that difficult.
“The ‘boys club’ aspect was definitely there, but lucky for me, all the men at chapter and Jeppson’s were very respectful,” she says. “Because of this, my transition into that world was a lot easier than for most people. I feel very lucky that our crew is steadfast allies of inclusion.”
Without the hassle of trying to prove herself to her male coworkers, this allowed “Bunny” to fully commit to being herself and being more authentic.
“It’s a lot easier to keep track of being yourself instead of putting on an act. You don’t have to bring notes that way,” she says.
But even though “Bunny’s” coworkers were easy to work with, the same can’t be said for the rest of the beverage alcohol industry. In fact, at the beginning of her career at CH Distillery, she delt with quite a bit of skepticism.
“A few times, I would be at an account, and they would tell me, ‘OK, well just have your boss call me, and then we’ll make the decision.’ And I would say, ‘I am the boss, and I’ll make the decision right now.’ Dealing with people who were skeptical of me made me want to refine my skills and take that as an opportunity to build an unshakable confidence,” “Bunny” says.
It’s true that being a woman in this industry gives you thick skin, and situations like these can get tiring. But instead of letting people get to her, “Bunny” used these opportunities to make herself stronger, turning these accounts into successful business relationships.
Leading with Passion
Due to her alluring charisma, “Bunny” often helps put on public events for CH Distillery and Jeppson’s. She’s also led some cocktail-making classes, and while she doesn’t consider herself an expert mixologist, her past experience as a chef helps her create some delicious concoctions.
“Leading events and being present at activations are so important because it allows you to turn someone into a loyal customer and a brand advocate,” she explains.
“Bunny” is very passionate about the Jeppson’s Malört brand. “I feel in tune with the brand, and it kind of reflects who I am,” she says.
And balancing the “sophisticated craft” side of CH Distillery with the “cult classic” energy of Jeppson’s Malört is no problem.
“I feel just as comfortable in an evening gown as I do in overalls and work boots, so I have a place on both sides,” “Bunny” says. “We’re capable of doing many things over here at chapter and Jeppson’s. And since there’s a small team of us, you know we really care.”
Empowering Women in Spirits
“Bunny” remembers CH Distillery’s co-founders Mark Lucas and Tremaine Atkinson being great mentors and helping her navigate the early stages of her career. In fact, many people at the distillery were tremendous in helping her get to where she is today.
“There are a lot of people on our operations teams that were generous with showing me the ropes and giving me networking advice,” she says.
And now, “Bunny” gets to pass on that torch to other women looking to make it in the beverage alcohol industry.
Her main piece of advice? Take the risk, try getting your foot in the door and listen to yourself.
“Get in however you can, because once you’re in, it’s easier to move where you want from there,” she recommends. “And more than anything, be yourself. People think they have to be a certain way in order to make it in this industry, but you don’t. People will see right through you.”
The beverage alcohol industry has certainly made strides within the last 10 years with inclusion and diversity in the workplace. And with the help of “Bunny” and other incredibly hard-working women, we can eventually make it to a space where we’re no longer largely male-dominated.
