Johanna Welter Named to the Bold Women of Business Class of 2025

Everything that Johanna does at Journeyman Distillery, she does with the word “legacy” in mind. And that means while building that legacy, every milestone, no matter how modest, is a critical step in creating a multigenerational brand that will last for years to come. Early in her career at the Four Seasons and Ritz-Carlton in Chicago, she learned that every detail matters, and that the small moments in hospitality are often the most impactful, leading her to appreciate small wins. When Johanna and her husband, Bill Welter, opened their microdistillery in 2011, it was a business model that was still very new. And to add to the complexity, they also had to deal with the hardships of restoring a historic building and raising the capital needed to bring their vision to life. This came with more obstacles than they could count, but through overcoming each one, she celebrated their progress. It’s what’s built them into the successful, destination-worthy spirits powerhouse they are today.

All of these attributes are important when it comes to what’s needed to start a business of any kind. But for a woman in the whiskey world, it requires a wee nip more bravery than most. Her embodiment of this trait has shaped all parts of her identity – as a mom, a business owner in a male-dominated field, and a breast cancer survivor. She has used her bravery as fuel to listen to her intuition, confront uncertainty head-on, and embrace challenges with determination. She will always roll up her sleeves to figure out solutions and is passionate about sharing her family’s story and presenting Journeyman spirits to the world in deeply personal and hands-on ways.

As a co-founder of Journeyman Distillery, Johanna’s role is always evolving, making her a master juggler of responsibilities and wearer of many hats. In the early days, there was almost nothing she wasn’t doing – from jumping behind the bar to managing retail sales. Her flexibility is not only one of her greatest assets, but also a necessity in the world of starting your own business. Now she is the distillery’s brand curator, shaping how people experience Journeyman’s signature “whiskey hospitality,” especially when it comes to private events and weddings. Elevating the individual stories of her customers and creating lasting memories for every guest is where her talents truly shine.

Johanna’s vision has fueled Journeyman Distillery’s nationwide success, but her impact is most deeply felt by their employees and customers in Michiana. She is passionate about supporting her local community in every aspect, from creating a welcoming “third space” for friends and families to connect, to involving local farmers and purveyors in new launches. Her vision of leadership and success has been transformed by working alongside friends and family, being a part of a small, hands-on organization with intimate opportunities to nurture Journeyman’s people. Business is personal for her and Bill, and they want their legacy to be personal, too.

Johanna and her husband care deeply about supporting Michigan’s future. Through Journeyman, they have launched a 501c3 nonprofit in honor of their daughter called Islay’s Barrel. This foundation raises funds to provide enrichment opportunities for local children as the future of their communities, also providing support to the Dunes Learning Center and Camp Eberhart.

Johanna and the Journeyman team have been very intentional in shaping their distillery into a Midwest institution that reflects a deep pride of place. One of the ways they do this is through the use of many locally and regionally sourced ingredients in their spirits, which are always certified organic. Their dedication has earned the distillery national recognition, including “Craft Distillery of the Year” and “Whiskey of the Year” for their Corsets, Whips & Whiskey from the ASCOT Awards (American Spirits Council of Tasters). More recently at the awards, their Ravenswood 13th Anniversary Whiskey received both platinum and double platinum medals, and their 7-Year High Rye Bourbon, featuring grains grown on the Welter family farm, won gold in the small batch bourbon category. Johanna also remains engaged in the whiskey world outside of their distillery, participating in industry panels and speaking with organizations such as the Bourbon Women Association.

Johanna’s strength, kindness, and sense of self make her a wonderful leader and a general joy to be around.