Females, Whisky and That Exclusive Space: Breaking Barriers in Spirits

Why wait for International Women’s Day to honor female contributors? An annual observance serves as a fine reason, admittedly, but we don’t need to wait to recognise the contributions of ladies and female-aligned persons to the beverage sector. Isn’t that so?

After issuing a request on online networks to solicit the contacts of remarkable ladies who have careers in distilling, my messages overflowed with suggestions, publicity materials and, most hearteningly, industry experts praising their peers. “Progress is being made at recognizing female contributions for the tasks they accomplish,” distilling instructor and journalist observed, highlighting that blender Margaret Nicol, who started in the industry decades ago, has just in recent times been in the spotlight. In a similar vein, whisky professional Maureen, who worked in whisky for over four decades, was inducted into the Whisky Magazine Hall of Fame as recently as 2020. “Additionally, there are more females enrolling in science, technology, engineering and mathematics, which is often necessary in jobs including distilling and blending.”

Support from within the industry is essential for these female achievements, which is where the charitable initiative comes in: this charitable entity, founded in March 2022, helps females in the spirits industry worldwide, and has the support of the wider industry. Its specialized content is a report for lady’s achievements in the sector.

On the consumer side of things, are we noticing more female participants, too? Recently, music star the famous artist was appointed as the fresh ambassador of Johnnie Walker, which, though it got varied responses from industry professionals, made something very clear: brands are targeting a women drinkers from the very beginning of their drinking habits, to secure the spirits enthusiasts of the coming years. That audience is growing, too: women now make up a significant portion of distillery patrons, rising compared to a mere 15% decades ago. I questioned the expert, head of a beverage advisory service, if she’s noticed an rise in her female clientele: “I’ve seen female interest grow, but distilled beverages remain ‘an exclusive space: appreciated by plenty, yet infrequently added to their assortments,” she comments. “For many men, whisky has long carried family significance – an inheritance from a parent, a toast at milestones – but ladies are frequently excluded from that story.”

Distillery experiences, for example, which tend to be built around outdoor pursuits, infrequently account for how other audiences, notably females, want to interact. “What explains the presence of limited releases for a paternal holiday, say, but not for Mother’s Day?” the expert questions. “The upcoming challenge is the commercial sector, and to craft experiences with females considered as well as men.”

A Selection of Whiskies Defined by Females

A Decade-Aged Single Malt from Laphroaig Highly peated spirit from expert blender Sarah.

Aged Black Label Spirit from Johnnie Walker Velvety, full-bodied and created by expert distiller Walker, the brand’s inaugural lady master.

The Organic Single Malt from Nc’nean This woman-led company, founded by the entrepreneur Thomas, derives its title from the goddess of distilled drinks.

Historic Whiskey by Uncle Nearest Full of dried fruit flavors, and made by hereditary distiller Victoria Eady Butler.