‘Our Whisky’ sets out to break outdated whisky stereotypes

A campaign driven by two key female figures in the world of whisky has been launched with the aim of breaking outdated stereotypes that whisky is a “man’s drink” and to more accurately reflect the face of the modern whisky drinker.

(L-R) Becky Paskin and Georgie Bell

#OurWhisky – devised by Becky Paskin, editor of Scotchwhisky.com, and whisky specialist Georgie Bell have teamed up to challenge perceptions of the stereotypical whisky drinker and unite the industry in a bid to “dispel common myths of who modern whisky drinkers are”.

While today whisky has widespread appeal, the pair blame decades of “male-orientated advertising” for perpetuating the stereotype that the spirit is a “man’s drink” – a stereotype that is simply untrue.

“Whisky still widely succumbs to misconceptions amongst consumers,” said Bell, global malts ambassador for Bacardi. “The more people we get involved in spreading the message that whisky does in fact have a broad appeal, the stronger it will become.”

To demonstrate the diversity present within the industry, Bell and Paskin are inviting women from across the global whisky industry – ambassadors, distillery managers, blenders, whisky lovers, journalists and bartenders – to join the #OurWhisky movement by sharing a photo of themselves using the hashtag #OurWhisky.

The tagged photos will be collated and published on the @ourwhisky Instagram, Twitter and Facebook accounts and shared with fellow whisky enthusiasts to build a digital community that reflects the face of the modern whisky drinker.

“We are asking whisky lovers all over the world to take a photo of themselves that illustrates how they like to enjoy whisky, whether in a cocktail, from a hipflask on a wintry walk, as an accompaniment to their favourite meal, wrapped in a blanket on the couch, hanging out with friends or doing something more adventurous,” said Paskin, who was also the first journalist to gain a General Certificate in Distillation with the Institute of Brewing and Distilling – a qualification usually reserved for distillery operators.

“The campaign is called #OurWhisky as our first and foremost priorities are equality, gender parity and inclusiveness. Whisky is a drink that can be enjoyed by everyone, and we feel it’s important to demonstrate that by celebrating the gender and cultural diversity of the modern day whisky drinker.”

The photographical social media series launched on 6 March, ahead of International Women’s Day (8th March), with the #OurWhisky campaign set to continue as an on-going global project to showcase the inclusiveness of whisky and the diversity of its drinkers. Following its initial launch, the campaign will evolve to encompass diversity, highlighting different ethnicities and cultures, to move forward against preconceived notions of what a whisky drinker ‘should’ look like.

Bell, who also holds a diploma in distillation at the Institute of Brewing and Distilling and member of The Worshipful Company of Distillers, added: “This is something we both feel really strongly about, a true passion project – it’s not a branded piece but instead a rally cry to unite whisky lovers and the industry together.”