Females, Whiskey and That Exclusive Space: Shattering Boundaries in Distilled Beverages

Why wait for International Women’s Day to celebrate female contributors? A commemorative day offers a valid pretext, true, but it isn’t essential to pause to appreciate the efforts of ladies and female-aligned persons to the spirits world. Right?

After issuing a request on social media to request the contacts of motivating females who work in whisky, my messages overflowed with suggestions, press releases and, quite encouragingly, spirits specialists praising their peers. “The industry is getting better at recognizing female contributions for the work they do,” whisky educator and writer observed, emphasizing that master blender Nicol, who started in the industry as early as the 1970s, has just in recent times been recognized publicly. Likewise, whisky professional Maureen, who worked in whisky for almost half a century, was honored by the Whisky Magazine Hall of Fame as recently as 2020. “Additionally, there are more ladies pursuing Stem subjects, which is typically needed in roles such as whisky production.”

Support from within the industry is vital to these ladies’ accomplishments, which is the context for the non-profit organization is involved: this foundation, founded in March 2022, supports females in the spirits industry internationally, and has the support of the entire field. Its focused publications is a bulletin for women’s wins in the field.

On the consumer side of things, are we observing more women there, too? A few months ago, celebrity singer Sabrina Carpenter was named as the fresh ambassador of Johnnie Walker, which, though it received a mixed reception from industry professionals, emphasized a key fact: companies are focusing on a lady consumers at the start of their drinking habits, to develop the distilled beverage fans of the next generation. That audience is growing, too: ladies account for over a third of spirit consumers, up from only 15% in the past. I questioned the founder, head of Cellar Atelier, if she has seen an uptake in her women customers: “I have observed lady involvement increase, but spirits often seem like ‘the other room’: respected by numerous, yet seldom invited into their collections,” she notes. “For many men, distilled beverages have historically had generational meaning – an inheritance from a parent, a ritual at key moments – but ladies are frequently excluded from that story.”

Brewery visits, for example, which usually focus on sporting activities, seldom consider how different groups, notably females, wish to engage. “Why do we see special editions for a paternal holiday, for example, but lacking a maternal counterpart?” Ifaturoti asks. “The next frontier is the marketplace, and to create events with ladies as a focus in addition to males.”

Four Whiskies Influenced by Females

A Decade-Aged Single Malt from Laphroaig Extra-smoky whisky from master distiller Dowling.

The Twelve-Year Black Label by Johnnie Walker Mellow, flavorful and made by Dr Emma Walker, JW’s first female master blender.

The Organic Single Malt from Nc’nean This female-founded brand, established by the entrepreneur Thomas, derives its title from the female deity of beverages.

The 1856 Expression from Uncle Nearest Rich with sweet notes, and crafted by multi-generational expert expert Butler.