9 predictions for women and whisky in 2024
What does 2024 have in store for whisky and the women who make it? Millie Milliken asks nine women for their hopes and predictions.
Whisky on a global scale has made great strides toward shaping a more inclusive and equitable industry. It appears that more women than ever are discovering the rewarding careers available within whisky (our mentorship programme has aided over 150 women on their career development journeys), while we’re seeing companies realise the importance of better representation in marketing.
However, there is still much work to be done.
As we come to the end of another year, we asked nine prominent women in whisky for their insights, predictions and hopes for the industry – and the women working within it – in 2024.
From further developing whisky’s sustainability, to improved recognition of women and an increase in production roles, if they come true, these predictions signal an exciting and bright year ahead for whisky.
Morag Garden, CEO, English Whisky Guild
Morag Garden joined the English Whisky Guild as its first CEO in 2023
What I’m looking forward to in 2024: “This year has been a wonderful whirlwind of a journey for me since joining the newly formed English Whisky Guild just over six months ago. I’m sure the buzz and excitement around English whisky and the wider New World whisky will continue to grow and build into 2024 and beyond.
“I also anticipate a focus on sustainable production practices to meet the growing demand for environmentally conscious products, and when it comes to production, I look forward to advancements in technology enhancing efficiency without compromising craftsmanship.
“Future trends are likely to emphasise provenance as well as quality and unique flavour expressions, while key discussion topics for the industry in 2024 may include the impact of climate change on whisky production, the rise of digital platforms in marketing, and the exploration of new markets. Overall, I am optimistic.”
My hopes for women working in whisky: “The sector continues to build and create an environment where gender diversity is not only acknowledged but actively promoted, ensuring that women find equal footing across all roles, spanning production, marketing and leadership.
“Embracing diversity not only enhances creativity and innovation in the sector, but also aligns with the industry’s progressive trajectory, making it more reflective of the varied consumer base it serves.
“I believe that collaboration within the sector is vital for its success and sustainability. By working together, employees, companies, and the wider supply chain can share best practices, learn from each other, and leverage their strengths and resources.
“Collaboration fosters a culture of trust, respect, and mutual support, which are essential for D&I initiatives to thrive.”
Sandrine Ricard, deputy director, sustainability & responsibility, Pernod Ricard
Sandrine Ricard has spent 15 years working in the sustainability sector and in communications
What I’m looking forward to in 2024: “Next year marks the 200th anniversary of ‘legal Scotch whisky’, a good moment to reflect on how the industry plans to take Scotch forward for the next 200 years and beyond.
“In 2024, we will continue to see product innovations and premium offerings that appeal to a more diverse consumer fan base.
“But most importantly, my hope is to continue seeing industry-wide efforts towards advancing on the journey to net-zero, by protecting Scotland’s natural resources and landscape and reducing the carbon footprint and energy demand in whisky production.
“Only through collaboration with the industry and suppliers in the value chain will we be able to achieve a sustainable future for Scotch.”
My hopes for women working in whisky: “Inclusivity and diversity are vital in our vision to open up and shape the future of whisky.
“As a woman in the industry, I hope to see continued progress when it comes to female leadership, and I’m proud that within our UK affiliates at Pernod Ricard we are well on our way to achieving a better gender balance in management teams.
“We must continue as an industry, progressing on our ambition to close our gender pay gap and encouraging more women to work in positions where they are less represented, such as manufacturing and STEM-related roles.”
Gillian Macdonald, master blender & head of whisky creation, The Glenmorangie Company
Gillian Macdonald works across both Glenmorangie and Ardbeg brands for LVMH
What I’m looking forward to in 2024: “This will be my 20th year making whisky and I am looking forward to sharing some of the exciting whiskies I have been working on for both Glenmorangie and Ardbeg in the last few years as they get released worldwide.
“Sustainability remains high on our list of priorities as we move towards our goal of halving emissions by 2030. Our distilleries have been making whisky for around 200 years, and we want to ensure we can continue for another 200 years. We are aiming for an exciting milestone of 200,000 oysters placed back into the Dornoch Firth: these clean the final 2% of our waste water from our anaerobic digestion plant at Glenmorangie, and studies show they are also improving biodiversity in the Firth.
“Over in Islay we started the Ardbeg All Islay Fund this year, investing £1m from the sale of Cask 3 (which sold to a private collector in 2022 for a record £16 million) to fund local environmental and community projects. We will see the first of those funded projects start in 2024, as well as the next wave of funding opening to applications.”
My hopes for women working in whisky: “I hope to see the continued success and progression of DE&I through 2024. Positive choices are being made by executive boards and marketing teams within the whole whisky category to ensure marketing materials, guidelines, communication and campaigns are a reflection of the diversity of our consumers enjoying our products.
“I would love to see more women in production roles at distilleries, in warehousing, distillation and brewing which would lead to more female distillery managers in the future.”
Tracie Franklin, whisky consultant & educator
Tracie Franklin runs her own US-based whisky consultancy, Spirited Tracie
What I’m looking forward to in 2024: “Globally, I am looking forward to even more spirits being imported to new markets and the exchange of flavours and ideas this creates within our community.
“In the United States, I am waiting with bated breath for the American Single Malt category to be recognised. Once regulations are defined, we can start to educate enthusiasts on the regional, stylistic and procedural flavour differences in the category.
“The diversity we already experience is inspiring, and I know so many more expressions are on the way to market.”
My hopes for women working in whisky: “As a member of the US whiskey community, I am hopeful that the traditions we honour and celebrate begin to include more of the stories that have been hidden or undervalued.”
“The whiskey and spirits industry has been full of hard working, ingenious, diverse types of people from the start. The more we recognise these histories and accomplishments, the more people will see a reflection of themselves represented in the past; creating new hopes for their impact on the future.”
Sarah Burgess, whiskymaker, The Lakes Distillery
Sarah Burgess joined English whisky distillery The Lakes in 2023
What I’m looking forward to in 2024: “People are looking for more complex and interesting flavours in their drinks. It's kind of a continuation of the trend for flavour, innovation, and authentic and intriguing stories that have been driving the growth in popularity of New World whisky. People are putting fun and joy back into spirits and cocktails… we all need more fun.
“Personally, I’m also looking forward to the release of the very first permanent SKU from The Lakes in September 2024 which I have been working on for a while now.”
My hopes for women working in whisky: “That more spirits businesses will make a commitment to change their culture. It’s about both institutional and small changes that move things forward, and the support of independent organisations really helps, especially for smaller companies with less resource.”
“Mentoring is also critical to support people making their way in the industry, so they can be inspired by those who have been there and done it before and ask all the questions they inevitably have.”
Sydney Jones, head distiller, FEW Spirits
Sydney Jones joined Chicago’s FEW Spirits in 2021
What I’m looking forward to in 2024: “Increased focus on mental health topics and responsible drinking practices. Both the sobriety movement and mental health awareness gained traction in 2023, and I’d like to see those trends continue forward in the new year.
“In terms of whisky production, burnout, imposter syndrome, anxiety, and depression are all symptoms that are commonly reported by distillers, both male and female.
“Excessive alcohol consumption, which can often be encouraged in our industry, can contribute to these issues, and encouraging healthy and responsible imbibing is something that I hope will continue to be discussed.
“As a whole, I hope our industry will make further strides in promoting healthy lifestyles, both mentally and physically, within its workforce.”
My hopes for women working in whisky: “Within popular media that there will be less of an emphasis on ‘female distillers’ and more of an emphasis on ‘outstanding distillers who also happen to be female (or non-binary)’.
“I find that clickbait articles that highlight female distillers tend to take an incredulous view on women in the alcohol industry, which can feel demeaning in a backhanded sort of way. Female distillers are no more better or worse than their male (or non-binary) counterparts, and I hope for a more equal view of us in the media moving forward.”
Deirdre O’Carroll, blender, Midleton Distillery
Blender Deirdre O’Carroll works across Irish Distillers’ portfolio of whiskeys
What I’m looking forward to in 2024: “The sharing of expertise and knowledge among my colleagues and peers from around the world is one of my favourite parts of working in this industry.
“In 2024, it is my hope that the openness and willingness to share knowledge and solve problems will continue so that we as a collective can work with farmers, foresters and cask suppliers to help address sustainability challenges within the industry.
“Initiatives like the Irish Distillers Green Spring Barley and regenerative agriculture practices pilot to scale up and become the norm within the industry, so we can all play our part in minimising the impact we have on the environment.”
My hopes for women working in whisky: “There is no doubt that distilling has traditionally been a very male-dominated industry, but I am happy to report that over the past 11 years working at Irish Distillers I’ve had the opportunity to work with many people from diverse cultures, backgrounds and experiences, but in particular I’m proud to work with more and more talented women.
“However, I believe that we as an industry still have some catching up to do with regard to representation and attitudes towards women in whisky.
“My hope for 2024 is that women will no longer have to prove that they like whisky. Like many women who chose to produce, work and promote whisky, I’ve been asked: ‘Do you even like whisky?’ – something my male colleagues have never experienced.
“As women in the industry know, while seemingly innocuous, this perception has real consequences, and I would like to see more support for movements and the continued championing of inclusion and diversity among both whisky makers and drinkers.”
Kristy Lark-Booth, owner, manager & distiller, Killara Distillery
Kristy Lark-Booth is a second generation whisky distiller and the owner of Killara Distillery in Tasmania
What I’m looking forward to in 2024: “I cannot wait to see what 2024 brings in the whisky category. It is so exciting to see all the new distilleries popping up all around the world.
“I hope that we will be discussing equality and sustainability a whole lot more as well as accessibility both in terms of consuming and employment. While these conversations have already started, I hope they continue and build momentum.
“Personally, I am hoping to see production increase at Killara while also doing a few fun projects like pot still and starting to grow my own grain.”
My hopes for women working in whisky: “The industry has been moving ahead (in D&I), but there is always more we can do, always more conversations to have and more doors to open for those following in our paths.
“I have loved seeing the space grow over the last 10 years to be much more inclusive and I look forward to seeing that happen more in 2024. I would love to see more women involved in production and other aspects of running a distillery and more ownership and upper-level management as well as more women being comfortable to enjoy a dram at their local bar.
“Sometimes the industry can be isolating and I look forward to more social events and camaraderie with other women in the industry.”
Annabel Thomas, Founder & CEO, Nc’nean Distillery
Annabel Thomas owns Scotland’s first net-zero whisky distillery
What I’m looking forward to in 2024: “From a Nc’nean point of view, I’m excited to continue to spread the word around the world, with launches in Asia and exciting new products heading to our drinkers.
“From a broader point of view, I hope the sector can continue to make leaps and bounds on our sustainability commitments and, more importantly, actions, and show consumers we really can lead the way.
“Be that continuing the transition to renewable energy, continued improvement in packaging recycled content, or some of the new, cutting-edge technology that we’re looking at at Nc’nean, I’m hopeful we’ll make great progress.”
My hopes for women working in whisky: “I am excited to see whisky continue to grow and attract new audiences into the category – continuing to break down the barriers that have been created about who can drink whisky, and when and how it can be drunk.
“My dream is that we get to a place where no-one finds it surprising if women drink whisky or, indeed, if women work in the whisky industry.”
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