Why wait for a global celebration of women to celebrate female contributors? A special date is a good excuse, certainly, but it isn’t essential to pause to appreciate the input of ladies and female-aligned persons to the drinks industry. Isn’t that so?
After issuing a request on digital platforms to solicit the information of remarkable ladies who work in whisky, my email was inundated with recommendations, publicity materials and, most hearteningly, industry experts commending their contemporaries. “Progress is being made at acknowledging ladies’ work for the efforts they put in,” whisky educator and writer commented, pointing out that blender Margaret Nicol, who started in the industry as early as the 1970s, has only recently been given attention. Likewise, whisky professional Maureen, who worked in whisky for almost half a century, was honored by the prestigious industry hall just a few years ago. “Additionally, there are more women studying science, technology, engineering and mathematics, which is typically needed in jobs including whisky production.”
Support from within the industry is crucial to these female achievements, which is the context for the non-profit organization plays a role: this charitable entity, established in spring 2022, helps ladies in distilling globally, and has the endorsement of the entire field. Its focused publications is a update for lady’s achievements in the industry.
Regarding drinkers, are we seeing more women there, too? A few months ago, pop diva the famous artist was appointed as the fresh ambassador of Johnnie Walker, which, though it was met with differing opinions from industry professionals, made something very clear: brands are targeting a female audience right at the nascence of their consumption patterns, to develop the whisky drinkers of the next generation. This group is expanding, too: females currently represent 36% of whisky drinkers, rising compared to a mere 15% decades ago. I asked Fikayo Ifaturoti, founder of Cellar Atelier, if she has observed an rise in her lady clients: “I have observed women’s engagement deepen, but spirits often seem like ‘a separate domain: admired by many, yet rarely included in their purchases,” she comments. “In the case of gentlemen, distilled beverages have historically had generational meaning – a father passing down a bottle, a toast at milestones – but women are often written out of that narrative.”
Distillery experiences, for example, which tend to be built around sporting activities, seldom consider how different groups, especially women, wish to engage. “What explains the presence of exclusive versions for Father’s Day, say, but without equivalent for moms?” the founder inquires. “The future step is the retail environment, and to design interactions with females considered in addition to males.”
A Selection of Whiskeys Shaped by Ladies
Laphroaig 10-Year-Old Single Malt Whisky Distinctly smoky beverage from master distiller Dowling.
Johnnie Walker Black Label 12-Year-Old Whisky Velvety, full-bodied and made by expert distiller Walker, the brand’s inaugural lady master.
Eco-Friendly Spirit by Nc’nean This female-founded brand, established by the founder Annabel, is named for the goddess of distilled drinks.
The 1856 Expression from Uncle Nearest Rich with sweet notes, and crafted by multi-generational expert Victoria Eady Butler.
