Is it necessary to wait for a designated day for female recognition to honor female contributors? An annual observance serves as a fine reason, admittedly, but there’s no requirement to delay to recognise the efforts of women and those identifying as female to the beverage sector. Right?
Upon making an appeal on social media to solicit the contacts of remarkable ladies who are employed in the whiskey industry, my messages overflowed with names, press releases and, very upliftingly, whisky professionals praising their peers. “The industry is getting better at giving women credit for the work they do,” distilling instructor and journalist noted, pointing out that whisky expert Margaret, who began her career as early as the 1970s, has just in recent times been given attention. Likewise, industry veteran Robinson, who was involved in distilling for more than 45 years, was honored by the spirits recognition list just a few years ago. “Moreover, we see more ladies pursuing technical and scientific fields, which is usually a requirement in positions like distilling and blending.”
Support from within the industry is essential for these women’s success, which is the context for the charitable initiative is involved: this foundation, established in March 2022, supports ladies in distilling worldwide, and has the backing of the wider industry. Its dedicated editorial output is a bulletin for female successes in the field.
On the consumer side of things, are we observing more women there, too? A few months ago, music star Sabrina Carpenter was named as the new face of Johnnie Walker, which, though it received a mixed reception from sector experts, emphasized a key fact: brands are targeting a female audience at the start of their beverage preferences, to cultivate the distilled beverage fans of the future. These consumers are increasing, too: ladies account for 36% of whisky drinkers, rising compared to just 15% in the 1990s. I questioned the founder, founder of a wine and spirits consultancy, if she’s noticed an uptake in her lady clients: “I’ve seen women’s engagement deepen, but distilled beverages remain ‘the other room’: respected by numerous, yet infrequently added to their assortments,” she comments. “For many men, distilled beverages have historically had generational meaning – a father passing down a bottle, a celebration during important events – but ladies are frequently excluded from that story.”
Tours and tastings, for example, which tend to be built around sporting activities, infrequently account for how alternative demographics, especially women, wish to engage. “How come there are exclusive versions for a paternal holiday, say, but lacking a maternal counterpart?” the expert questions. “The future step is the retail environment, and to craft experiences with women in mind alongside gentlemen.”
Several Whiskeys Influenced by Women
The Ten-Year Matured Spirit by Laphroaig Highly peated spirit from senior blender Sarah Dowling.
Aged Black Label Spirit from Johnnie Walker Velvety, full-bodied and created by expert distiller Walker, JW’s first female master blender.
The Organic Single Malt from Nc’nean This woman-led company, founded by the founder Annabel, derives its title from the female deity of beverages.
The 1856 Expression from Uncle Nearest All syrup and sultanas, and crafted by hereditary distiller master blender Victoria.
