TOP 100 MAGAZINE

Heather Howell ​

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Some leaders climb ladders; others break the mold entirely — choosing reinvention over resignation and purpose over politics. Heather Howell has always been the latter. She entered traditionally male‑dominated sectors — including premium spirits and banking — driving innovation and strategic growth. Her story reflects the grit required to rise in those spaces and the triumph of a woman who insists on defining her own path.

 

Before becoming the visionary force behind GREATER THAN and its bold new identity, GoddessLand, Heather carved a rare path through the beverage worlds of tea and whiskey. These weren’t just career chapters; they were innovation laboratories that shaped her into the powerhouse she is today.

 

Early in her career, Heather left a corporate human resources role at Humana to create impact on her own terms. That leap took her to Rooibee Red Tea, a tiny brand she grew from farmers’ markets to all 50 states — early proof of her instinct to reject convention and win because of it. That instinct caught the attention of Brown-Forman, who recruited her for her courage, originality, and ability to turn small brands into what the spirits world calls “large oak trees.” Heather also served for a decade on the board of directors of Republic Bank, contributing to governance, growth strategy, and advancing women‑owned business initiatives.

 

Joining Brown-Forman put her inside one of the most historically male-dominated sectors in global consumer goods: premium spirits. It was challenging and transformative, giving her the creative grit she’d later use to build women-centered brands.

 

Over nine years, Heather built Brown-Forman’s national business line for emerging brands before being handpicked as the first person to lead innovation for the global Jack Daniel’s brand – a major shift for this 150-year-old icon that had not innovated in decades. She reignited the brand with the Aged Series, the Bonded Series, and Jack Daniel’s first American Single Malt, redesigned packaging, and built a 10-year innovation pipeline that fueled global growth. As a result, Jack Daniel’s Bonded became Whiskey Advocate’s Whiskey of the Year in 2022.

 

Her work spurred global growth and earned national recognition, including Forbes. When a company-wide restructuring shifted priorities, Heather saw an opening — not an ending — to redirect her energy toward what mattered most to her.

 

“What I know for sure is that people — not systems — build brands,” she says.

 

Through COVID’s challenges and the industry’s volatility, her commitment to innovation remained unwavering, setting the stage for her next bold step.

 

Instead of returning to spirits, Heather followed cultural shifts: declining alcohol use, increased focus on women’s wellness, and demand for functional brands. It was then that she found GREATER THAN — a multimillion-dollar hydration brand adored by women and backed by male investors who believed deeply in her vision. At last, she’d found the blank canvas she’d been seeking to create a world built for women. That world would become GoddessLand, launching January 26 with a new website and a new revolutionary brand.

 

In two years as CEO and president, Heather has reshaped GREATER THAN from a performance drink into a sanctuary for women’s hydration — built for every life stage, especially those often overlooked. This January, it enters retailers nationwide with a new and clear identity: Hydration for Her. No dyes. No preservatives. Nothing artificial. And yes — it’s delicious.

 

Turning 50 ignited a new beginning for Heather. Her greatest accomplishment isn’t the brands she’s rebuilt, but showing her children that women can lead, build, rise, and reinvent at any age. “I don’t break glass ceilings — I dance on top of them.”

 

Q&A

 

Heather, you’ve had an extraordinary journey—from Humana to tea, to whiskey, to hydration for women. How do you see those chapters connecting?

Since 2010, each beverage category role has taught me to lead and innovate – from instinct at Rooibee Red Tea, to global scale at Brown-Forman, to bringing history forward at Jack Daniel’s. Together, those experiences prepared me to build more than a product: a world.

 

You were the first person ever hired to run innovation for Jack Daniel’s. What made that role so significant?

Jack Daniel’s hadn’t innovated in 25 years. I stepped into its 150-year-old, male-dominated culture and led the Aged and Bonded Series, launched its first American Single Malt, redesigned packaging, and built a 10-year pipeline that renewed relevance and brought in new consumers.  

 

When your time at Brown-Forman came to a close, how did that moment influence your next chapter?

The change came unexpectedly after I turned 50, but it ultimately became a gift. It encouraged me to reassess what I wanted next and reaffirmed something I believe deeply: people build brands. That insight has guided every step of my journey since.

 

What made you say yes to GREATER THAN?

A shift toward wellness and alignment with my passions drew me to GREATER THAN. Its loyal female audience and supportive male investors made it the ideal place to build a universe for women.

 

What is GoddessLand, in your own words?

GoddessLand is the world women deserve – one that celebrates every life stage: toddlerhood, puberty, motherhood, and menopause. GREATER THAN had strong bones; I built the world around it using everything I learned from premium spirits. Our hand-drawn packaging reflects my belief that “consumers buy with their eyes.” Hydration for Her is about more than what’s inside the can: it’s a reminder that reinvention is real, and every woman deserves to rise into her next triumph feeling nourished.

 

 

Heather Howell 
CEO and President
GREATER THAN
Website: www.drinkgt.com

LinkedIn: www.linkedin.com/in/heather-howell-579180118

Facebook: www.facebook.com/heather.v.howell

Instagram: www.instagram.com/heatheryhowell