Ladies, Whiskey and ‘The Other Room’: Shattering Boundaries in Distilled Beverages

Why wait for a global celebration of women to applaud female contributors? An annual observance serves as a fine reason, certainly, but it isn’t essential to pause to appreciate the input of female and female-identifying individuals to the drinks industry. Right?

When I put out a call on online networks to request the information of remarkable ladies who work in whisky, my email was inundated with names, media announcements and, most hearteningly, spirits specialists acknowledging their colleagues. “Progress is being made at acknowledging ladies’ work for the tasks they accomplish,” whisky educator and writer observed, highlighting that whisky expert Margaret, who began her career as early as the 1970s, has just lately been given attention. Likewise, Maureen Robinson, who was involved in distilling for more than 45 years, was inducted into the prestigious industry hall as recently as 2020. “There are also more women studying Stem subjects, which is typically needed in positions like spirit creation.”

Encouragement from professionals is essential for these female achievements, which is the reason the OurWhisky Foundation comes in: this foundation, founded in spring 2022, supports ladies in distilling internationally, and has the backing of the wider industry. Its specialized content is a bulletin for women’s wins in the industry.

In terms of customers, are we noticing more lady enthusiasts, too? In the past several months, music star Sabrina Carpenter was selected as the fresh ambassador of Johnnie Walker, which, though it was met with differing opinions from field insiders, emphasized a key fact: distilleries are appealing to a lady consumers from the very beginning of their consumption patterns, to cultivate the whisky drinkers of the coming years. These consumers are increasing, too: ladies account for over a third of spirit consumers, rising compared to only 15% in the past. I inquired the founder, founder of a beverage advisory service, if she has observed an rise in her lady clients: “I have observed women’s engagement deepen, but whisky still feels like ‘an exclusive space: admired by many, yet infrequently added to their assortments,” she notes. “Among male drinkers, spirits have traditionally held generational meaning – a father passing down a bottle, a ritual at key moments – but women are often written out of that narrative.”

Tours and tastings, for example, which tend to be built around clay shooting or fishing, infrequently account for how other audiences, notably females, desire to participate. “What explains the presence of exclusive versions for a paternal holiday, for example, but lacking a maternal counterpart?” Ifaturoti asks. “The next frontier is the commercial sector, and to create events with females considered in addition to males.”

A Selection of Whiskeys Defined by Women

A Decade-Aged Single Malt from Laphroaig Highly peated spirit from master distiller Dowling.

Johnnie Walker Black Label 12-Year-Old Whisky Mellow, flavorful and created by expert distiller Walker, the first woman master for the label.

Eco-Friendly Spirit by Nc’nean This woman-led company, started by the entrepreneur Thomas, takes its name from the queen of spirits.

The 1856 Expression from Uncle Nearest All syrup and sultanas, and created by fifth-generation master blender expert Butler.