The Modern Face of Whisky launches festive image library
The Modern Face of Whisky, the OurWhisky Foundation’s free stock image library, has been updated for the festive season to further address sexism and stereotyping in whisky media.
The OurWhisky Foundation has collaborated with award-winning photographer Christina Kernohan for the second series in its Modern Face of Whisky stock image library, in its effort to improve how female whisky drinkers are represented by the media.
The library, which debuted in April 2023, is a series of free-to-use, professional photographs that enable the media, content creators and the wider industry to more accurately represent the diversity of today’s whisky drinker beyond the masculine stereotype.
Now, an additional 20 images under the theme of ‘Festive Celebration’ have been added to the library as part of the second collection, all shot by Glasgow-based portrait and lifestyle photographer Christina Kernohan.
Kernohan, who was named 2023 Portrait of Britain Winner by the British Journal of Photography, said: “I’m aware of and have experienced bias and stereotyping within the whisky industry so I didn’t want to turn down an opportunity to be involved in trying to do something to counter it. Showcasing diversity in imagery is vital across the board and particularly in whisky to counter the white, old man elitist energy it still often displays.
“Whisky is delicious and varied, the process is fascinating and the people involved in its making have stories for days, which as a photographer is wonderful. So I’m all for helping dispel archaic ideas of who whisky should be drunk by and pushing against the system. It’s beyond time that these attitudes change.”
Becky Paskin, whisky expert and founder of the OurWhisky Foundation, said: “It’s been a privilege to work alongside Christina for the Modern Face of Whisky’s second collection. Christina shares our vision to evolve whisky’s image as a masculine drink into something anyone of any legal drinking age, gender or race can enjoy.
“Her beautiful photographs demonstrate the wonderful ways whisky can be enjoyed over the festive season, whether during a quiet, contemplative moment beside the fire, alongside a delicious festive spread, or as part of New Year celebrations with friends.
“We also wanted to address the stereotype of whisky being a gift for men at this time of year, by portraying the suitability of the spirit as a perfect present for female whisky lovers too.”
The image library has been backed by 13 leading whisky producers who have united in support of the OurWhisky Foundation’s ambition to provide a more accurate illustration of today’s whisky drinkers. They include: Glenfiddich, Bacardi, Beam Suntory, Distill Ventures, The Glenlivet, Brown-Forman, Whyte & Mackay, Glenmorangie, Diageo, Heaven Hill, Edrington, Compass Box and The Glenturret.
Women remain scarce in whisky imagery, particularly on free stock image sites where they are most often depicted in lingerie, pregnant, or as gamblers and alcoholics. This lack of usable imagery means female whisky drinkers are rarely featured in the media – in fact, a recent survey by the OurWhisky Foundation found just 10% of women working in the industry felt they’re fairly portrayed by the media.
Whisky’s masculine image has a direct effect on how women who drink and make whisky are treated by consumers; the same report found 89% of those in consumer-facing roles were often spoken over and had their knowledge questioned, while 70% have received inappropriate sexual remarks while at work.
The Modern Face of Whisky library aims to address this imbalance by providing media with free-to-use images featuring a more accurate portrayal of whisky lovers, particularly women who now account for 36% of all whisky drinkers in the UK and USA.
The first collection, shot in collaboration with Australian photographer Jo Hanley, has so far attracted 4.5 million views and 40,000 downloads, with the images featured in both print and digital media including The Scotsman, The Independent, Daily Mail, The Herald Scotland, Drinks International and The Drinks Business.
The Modern Face of Whisky stock image library is available on Pixabay, Pexels and Unsplash, as well as on the OurWhisky Foundation’s website.
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