OurWhisky Foundation launches Modern Face of Whisky image library
The OurWhisky Foundation has partnered with 11 of the world’s leading whisky producers to launch a free stock image library designed to improve the diversity of whisky drinkers portrayed in the media.
The Modern Face of Whisky image library is a collection of photographs featuring positive portrayals of people of all genders, races and ages enjoying whisky in a variety of serves.
All the images are freely available for publications and content creators to use alongside articles and in social media to help overturn outdated stereotypes and modernise perceptions of whisky drinkers.
The project is supported by 11 of the world’s leading whisky producers, including: Glenfiddich, Bacardi, Beam Suntory, Diageo, Distill Ventures, The Glenlivet, Brown-Forman, Whyte & Mackay, Glenmorangie, Heaven Hill and Edrington.
Becky Paskin, founder of the OurWhisky Foundation, said: “As a journalist myself, I’ve long been frustrated by the absence of gender diversity in stock whisky imagery. Many of those currently available to the media are not representative of today’s whisky drinkers, preserving the false stereotype of whisky being a drink only enjoyed by men. This despite a growing number of women enjoying whisky, and many of the world’s most respected distillers and blenders being female.
“Increasing the availability of free stock images means that those working with even the tightest of budgets can still find appropriate and inclusive images to use.”
The Modern Face of Whisky image library aims to provide a more realistic portrayal of whisky drinkers
The limited photography currently available on free stock image sites often portrays female whisky drinkers in lingerie, naked, pregnant or as gamblers and alcoholics, while men are depicted in suits and with cigars.
This damaging portrayal is not reflective of the growing number of female whisky fans, who today comprise 36% of all whisky drinkers in the US and UK, according to a 2020 Distill Ventures study.
Paskin added: “Witnessing the whisky industry uniting to change the face of whisky, and the people who drink it, is inspiring and a much-needed step towards achieving gender equality in the industry. By providing free access to a huge bank of imagery, it is my hope that this will act as a much-needed catalyst for change.”
Over time, the library will evolve to feature a range of images depicting various themes and consumption occasions, while shining a light on diverse, whisky-loving communities around the world.
The first collection has been created in partnership with world-renowned Australian photographer Jo Hanley. Based out of London, Edinburgh and New York, Jo produces brand-conscious photographic content for agencies, publications and clients worldwide, including the likes of Apple, British Airways, Comic Relief, Rolling Stone and the Wall Street Journal.
Jo Hanley said: “I became involved with the OurWhisky Foundation and the Modern Face of Whisky project to help evolve the narrative of the whisky drinker and introduce female leads into the whisky story.
“Ultimately, I hope the images go some way to highlighting the fact that whisky has no gender bias, that it is created and enjoyed by women globally and that to exclude women in the visual narrative is only telling half the story.”
The Modern Face of Whisky library is available to download from the OurWhisky Foundation’s website as well as free image platforms Pexels, Unsplash and Pixabay.
DISCOVER MORE FROM THE CUT
