In 2006, as the cocktail renaissance was just beginning to stir, a bold red liqueur made its debut behind bars across the country. As the beginning of Women’s History Month reminds us to reflect on the impact of women across industries, PAMA’s origin story stands out. PAMA was created because Co-President Kate Latts saw what others hadn’t yet fully realized: Pomegranate wasn’t just a passing flavor trend, it was a lasting opportunity.

Kate remembers the moment clearly, “Flavor-forward cocktails were really starting to take off. We had seen Hpnotiq break through, so we knew there was room for innovation in liqueurs. At the same time, martinis were everywhere in every variation you could imagine. Pomegranate kept showing up in recipes, in culinary trends, even on store shelves. It was clear the interest was there. What wasn’t there was a dedicated, premium liqueur that could truly bring those cocktails to life behind the bar.”

Kate was reading trade magazines, traveling, and noticing pom-flavored martinis and margaritas appearing more frequently. Pom Wonderful had moved from specialty retailers like Whole Foods into mainstream grocery stores. What once felt niche was becoming part of everyday consumer behavior.

So, why not create a beloved pomegranate product of her own?

What followed was a collaborative effort across Heaven Hill to turn the idea into something real. Kate was instrumental in shaping the vision, drawing on what she had learned from previous launches, while working closely with PR firms, brand ambassadors, distributors, and on-premise teams to build awareness. The project team tested and retested, packaging evolved through multiple iterations and even the original name required rethinking before PAMA found its final identity. It was a hands-on process built through steady collaboration, reflecting what it means to thrive together as one organization way before our tagline was born.

In 2013, Heaven Hill made the deliberate decision to hire on-premise brand ambassadors, a meaningful investment and a new capability for the organization at the time. The on-premise focus required patience before profitability. It was never about a quick win, but about long-term relationships, steady growth, and the kind of quiet confidence that defines any great family-owned company.

At the same time, bartenders were experiencing the industry’s evolution firsthand. As training became more refined, presentation carried new importance and classic cocktails were rediscovered and elevated for a new generation. Lynn House was bartending during those early launch years and remembers the excitement of having a new liqueur to experiment with as the cocktail renaissance gained momentum. When PAMA entered the scene, it offered something vibrant and distinctive, yet grounded in real ingredients. Made with natural pomegranate juice, its deep red color often surprised people who assumed it must be artificial, but it wasn’t. The authenticity was real, and in a moment when craft and credibility mattered more than ever, that distinction made all the difference.

The response was strong from the start. PAMA quickly gained national recognition and secured a consistent presence on cocktail menus, often ranking among the top liqueur selections. In Puerto Rico, the brand developed a particularly passionate following where red symbolizes power and pride, and local advocacy helped amplify its visibility. By 2022, PAMA achieved leading share positions in key markets, reinforcing that thoughtful brand building creates staying power. While others entered the category, PAMA’s place behind the bar remained secure.

For Manager, National Spirits Lynn House, PAMA represents pride, especially knowing a woman played the founding role in bringing it to life. For Kate, it represents passion and perseverance: She trusted her instincts and kept moving forward, supported by an exceptional team (many of them talented, driven women) whose creativity and commitment helped shape PAMA into what it is today.

“I believed in the opportunity, but what made the difference was having a team willing to build it with me,” Kate says. “That collaboration is what brought it to life.”

Nearly twenty years later, PAMA has secured its place not simply as a trend-driven innovation, but as a brand that endured because it was built intentionally through observation, investment and persistence.

As International Women’s Day approaches on March 8, PAMA’s story feels especially meaningful. The day has been celebrated for more than a century, and it serves as a reminder of both progress made and opportunity ahead. PAMA began with one woman identifying an unmet need. It grew because a team believed in that vision and committed resources to bring it to life. And it endures because bold ideas, when supported with conviction and collaboration, can reshape a category.