Do we need to hold out for a global celebration of women to applaud female contributors? A special date serves as a fine reason, admittedly, but we don’t need to wait to recognise the input of female and female-identifying individuals to the beverage sector. Right?
Upon making an appeal on digital platforms to ask for the details of motivating females who have careers in distilling, my email was inundated with recommendations, media announcements and, most hearteningly, industry experts acknowledging their colleagues. “The industry is getting better at recognizing female contributions for the efforts they put in,” distilling instructor and journalist observed, pointing out that blender Margaret Nicol, who started in the industry decades ago, has only recently been given attention. Similarly, industry veteran Robinson, who was involved in distilling for almost half a century, was included in the Whisky Magazine Hall of Fame in the recent past. “Additionally, there are more women studying science, technology, engineering and mathematics, which is usually a requirement in positions like whisky production.”
Encouragement from professionals is essential for these female achievements, which is the reason the OurWhisky Foundation is involved: this non-profit, founded in spring 2022, helps ladies in distilling internationally, and has the support of the broader sector. Its focused publications is a report for female successes in the industry.
In terms of customers, are we noticing more female participants, too? In the past several months, pop diva Sabrina Carpenter was named as the recent representative of the well-known brand, which, though it was met with differing opinions from sector experts, highlighted an important point: distilleries are appealing to a women drinkers at the start of their beverage preferences, to develop the spirits enthusiasts of the coming years. This group is expanding, too: women now make up a significant portion of distillery patrons, increasing from only 15% in the past. I asked the founder, creator of a wine and spirits consultancy, if she’s noticed an uptake in her lady clients: “I’ve seen women’s engagement deepen, but spirits often seem like ‘the other room’: respected by numerous, yet rarely included in their purchases,” she comments. “Among male drinkers, spirits have traditionally held generational meaning – an inheritance from a parent, a celebration during important events – but ladies are frequently excluded from that story.”
Distillery experiences, for example, which tend to be built around clay shooting or fishing, rarely imagine how alternative demographics, particularly ladies, desire to participate. “How come there are exclusive versions for Father’s Day, say, but not for Mother’s Day?” Ifaturoti asks. “The future step is the retail environment, and to craft experiences with ladies as a focus in addition to males.”
A Selection of Spirits Defined by Ladies
Laphroaig 10-Year-Old Single Malt Whisky Extra-smoky whisky from expert blender Sarah.
Johnnie Walker Black Label 12-Year-Old Whisky Smooth, rich and made by master blender Emma, JW’s first female master blender.
Nc’nean Organic Single Malt This woman-led company, founded by Annabel Thomas, is named for the female deity of beverages.
Historic Whiskey by Uncle Nearest Full of dried fruit flavors, and created by multi-generational expert master blender Victoria.
