Why wait for International Women’s Day to celebrate ladies? An annual observance is a good excuse, admittedly, but it isn’t essential to pause to acknowledge the contributions of ladies and female-aligned persons to the spirits world. Right?
When I put out a call on social media to solicit the details of motivating females who are employed in the whiskey industry, my messages overflowed with suggestions, publicity materials and, quite encouragingly, industry experts acknowledging their colleagues. “The industry is getting better at giving women credit for the tasks they accomplish,” distilling instructor and journalist observed, pointing out that blender Margaret Nicol, who entered the field decades ago, has just in recent times been recognized publicly. In a similar vein, Maureen Robinson, who had a career in spirits for over four decades, was inducted into the Whisky Magazine Hall of Fame just a few years ago. “There are also more ladies pursuing science, technology, engineering and mathematics, which is usually a requirement in roles such as spirit creation.”
Backing from the sector is essential for these female achievements, which is the reason the OurWhisky Foundation plays a role: this foundation, created in March 2022, assists women working in whisky worldwide, and has the endorsement of the broader sector. Its focused publications is a report for lady’s achievements in the industry.
In terms of customers, are we noticing more lady enthusiasts, too? Recently, pop diva the famous artist was named as the recent representative of Johnnie Walker, which, though it received a mixed reception from sector experts, highlighted an important point: distilleries are appealing to a women drinkers at the start of their consumption patterns, to cultivate the distilled beverage fans of the coming years. This group is expanding, too: females currently represent a significant portion of distillery patrons, increasing from just 15% in the 1990s. I inquired the expert, creator of a beverage advisory service, if she has observed an rise in her women customers: “I have observed lady involvement increase, but whisky still feels like ‘the other room’: respected by numerous, yet seldom invited into their collections,” she comments. “For many men, distilled beverages have historically had heritage value – a legacy from previous generations, a celebration during important events – but ladies are frequently excluded from that story.”
Distillery experiences, for example, which tend to be built around sporting activities, seldom consider how alternative demographics, notably females, wish to engage. “What explains the presence of special editions for a day for dads, for example, but lacking a maternal counterpart?” the expert questions. “The future step is the marketplace, and to craft experiences with women in mind in addition to males.”
A Selection of Spirits Defined by Women
The Ten-Year Matured Spirit by Laphroaig Extra-smoky whisky from expert blender Sarah.
Aged Black Label Spirit from Johnnie Walker Velvety, full-bodied and made by expert distiller Walker, the first woman master for the label.
Eco-Friendly Spirit by Nc’nean This woman-led company, started by Annabel Thomas, takes its name from the female deity of beverages.
Uncle Nearest 1856 Whiskey Full of dried fruit flavors, and created by multi-generational expert master blender Victoria.
