Welcome back to Cheers with Nat – the podcast dedicated to cheering on women in drinks.

Today's guest is Amélie Tassin, founder of Tipple Marketing and Women in Beer.

Amélie shares how her career in marketing began, what led her to focus on beer, and how the social group she started after moving to Scotland grew into a festival, a mentorship scheme, and an awards programme – you'll hear the whole story!

We also discuss what drives her, what helps her to rest and reset outside of work, and plenty more along the way.

What stuck with me from this conversation:

On her early inspiration: "When I was like 17/18, I was always going on the road with my dad to visit wineries and distilleries in the southwest. We were stopping in nice restaurants to have food. I had the Michelin guide on my knees in the car… And I thought it was absolutely amazing – the food, the details, the passion of the people."

On the idea behind the Women in Beer Festival: "The idea was to bring a few breweries up to Edinburgh, invite them on panel discussions, let them talk about what they know. Not talk about the fact of being a woman, but talk about what they know about the beer industry and their skills in the industry. It was very much visibility. It was creating role models for the younger generation, as well. For them to imagine a career was possible in the beer industry."

On what drives her: "If nobody's doing it, well, I'm gona do it because I don't want to wait."

On what the mentorship programme funds, and why: "We also pay for the travel and accommodation of our mentees when we ask them to go to their WSET qualification, for example, or when we invite them to do a field trip to network with their peers. Because, again, if we only offer those chances to people that can afford it, we're not changing the system… We are paying for that because we need to have people coming from all backgrounds and it's very important."

On why she loves working in drinks: "We're very lucky to work with something that is so emotional and so artistic – like drinks, and the making of a drink – and that provokes so much emotional reaction in people, as well. It's a fantastic industry."

Links & things:

What we're drinking

Dolcita IPA: The Moonwake & Mother Tongue IWBCD brew with Women in Beer UK & Glasladies Beer Society

Amelie's beer-specific marketing agency: Tipple Marketing

Amelie's social group, and more: Women in Beer UK

The social group
The festival
The mentorship programme - see all mentors here
The annual awards & all 2025 winners

Drinks publication recommendation: Pellicle

Book recc: The Witcher

Recording info:

March 2026 at BeerX, Liverpool
Oddly, the can opening and cheers sounds didn't get picked up by the mic this time, so that's why they're not there!
(I think my mic is on its way out (after 8 years!), so I'm currently shopping for a new one to fix these issues. Thanks again for bearing with in the meantime!)

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