Opinion: Now’s not the time to abandon female whisky drinkers
As we move into 2025, one thing’s for certain in whisky – there are uncertain times ahead. With DE&I initiatives the first victims of industry nervousness, Becky Paskin explains why abandoning female whisky drinkers is a huge mistake.
“Whisky’s core consumer is male, so we need to focus our marketing on them. It’s a choice; it’s the same reason we market our pink drinks to women.”
I’m paraphrasing to protect identities, but this recent conversation I had with a senior director of a major whisky company had me stunned.
Producers have come so far in their journey to democratise whisky, to degenderise its image and establish it as a spirit for everyone. We’re (glacially) moving past pigeonholing drinks for certain demographics, so I can only imagine that in the face of declining category sales this year, this shortsighted – and frankly deluded – perspective is a desperate attempt to cling onto whisky's traditional consumer in the hope of cushioning the fall.
Globally, this has been a challenging year for whisky and spirits. There are so many factors at play – soaring overheads, increased competition, not least the changing tastes of young drinkers who are eschewing heavy nights out in favour of a clear head the morning after.
But this is not a time to panic and play it safe by cowering in the comforting embrace of traditional whisky consumers using tried and tested marketing ploys.
‘Progressive’ marketing: Johnnie Walker Blue Label partnered this year with actress Priyanka Chopra Jonas
We’ve seen stories this year of some organisations deprioritising their DE&I programmes and retiring progressive marketing campaigns following public outbursts over ‘woke agendas’.
In times of crisis, budgets for corporate social responsibility (CSR) projects are the first to be culled, but it’s a huge mistake. Numerous studies show that CSR activities can attract investment while increasing brand value and public perception, even during economic downturns.
We learned during Covid that consumers place greater value on brands that are environmentally and socially responsible, while a recent UN Women study showed that inclusive advertising campaigns deliver 5% higher short-term sales and 16% higher long-term sales – not to mention a 62% increased likelihood of being a consumer’s first choice.
Whisky’s masculine image
The real-world impact a lack of fair representation can have on women was highlighted in our Do You Even Like Whisky? report last year. Two-thirds of women working in whisky said the spirit’s masculine image made their jobs more challenging, with 74% feeling discriminated against on the basis of their gender. Meanwhile, a staggering 89% of women reported being spoken over or having their knowledge questioned.
On the flipside, you only need to look at the comments beneath Beyonce’s SirDavis Instagram posts to realise the power representation has to convert new female whisky drinkers and change attitudes toward women in whisky.
Building community: The OurWhisky Foundation mentees have found support in one another
We recently asked women in whisky about their hopes for the year ahead – all of them mentioned female inclusion, visibility and equity as being high on their wish lists. Stef Holt, curator of whisky at Mangrove, said the expected upcoming economic challenges will bring distillery closures and tariff adjustments, alongside an ‘opportunity to focus on liquid and value’. She adds that ‘people in the industry will get a chance to showcase the creativity and the heart behind it all, rather than profit for big companies being the main driver’.
In challenging times like this it’s vital that we continue engaging people, rather than exclude them. From an HR perspective, back-pedalling whisky into an era of hyper masculinity will lead to the loss and detachment of industry talent – it’s already happening.
At the OurWhisky Foundation we’ve just wrapped up our final mentorship programme of the year, with a further 50 women and non-binary individuals graduating and joining our global community.
When they start their journey with us, many mentees report feeling isolated or dejected, with some saying they’re on the verge of leaving the industry altogether. Our mission is to assist mentees toward their personal goals while providing career clarity and a boost to their confidence. We aim to develop personal and professional skills, and build a strong, supportive community around them so they feel energised and empowered.
‘A safe space to empower’
One of our recent graduates said that with the industry being so male-dominated, it can often feel ‘intimidating and somewhat unsafe’. She added: ‘We often work in teams where there are only a small amount of women meaning you lack a community and exposure to the power of women in the industry. Mentorships like OurWhisky Foundation’s creates a safe space to empower, encourage and excite women to shout about how amazing working in whisky can truly be.’
Programmes like ours are not free – they require financial support from the industry to operate alongside corporate dedication to meaningfully creating equity and an inclusive environment through CSR and marketing initiatives. Only by working together can we shape an industry we’re truly proud of, one that serves the many, not the few.
It’s a choice to pursue inclusive marketing. It’s a choice to invest in CSR initiatives. It’s a choice to stop solely marketing whisky to men and pink drinks to women.
Everything is a choice. And if I have one hope for 2025, it’s that the whisky industry makes the right one.
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