Females, Whiskey and That Exclusive Space: Breaking Barriers in Distilled Beverages

Is it necessary to wait for International Women’s Day to applaud female contributors? An annual observance serves as a fine reason, admittedly, but it isn’t essential to pause to appreciate the input of women and those identifying as female to the beverage sector. Isn’t that so?

After issuing a request on digital platforms to ask for the contacts of remarkable ladies who are employed in the whiskey industry, my email was inundated with names, media announcements and, very upliftingly, spirits specialists commending their contemporaries. “Progress is being made at acknowledging ladies’ work for the work they do,” whisky educator and writer commented, emphasizing that whisky expert Margaret, who entered the field as early as the 1970s, has just in recent times been in the spotlight. Likewise, whisky professional Maureen, who had a career in spirits for more than 45 years, was inducted into the prestigious industry hall just a few years ago. “There are also more ladies pursuing technical and scientific fields, which is typically needed in roles such as distilling and blending.”

Encouragement from professionals is crucial to these female achievements, which is the reason the OurWhisky Foundation is involved: this non-profit, created in spring 2022, helps females in the spirits industry globally, and has the endorsement of the wider industry. Its dedicated editorial output is a update for lady’s achievements in the sector.

On the consumer side of things, are we noticing more female participants, too? In the past several months, music star the renowned performer was named as the new face of the well-known brand, which, though it was met with differing opinions from field insiders, made something very clear: companies are focusing on a women drinkers at the start of their beverage preferences, to secure the distilled beverage fans of the future. That audience is growing, too: ladies account for a significant portion of distillery patrons, rising compared to just 15% in the 1990s. I questioned the expert, head of Cellar Atelier, if she’s noticed an rise in her lady clients: “I’ve seen female interest grow, but whisky still feels like ‘a separate domain: appreciated by plenty, yet rarely included in their purchases,” she notes. “For many men, spirits have traditionally held family significance – a father passing down a bottle, a toast at milestones – but ladies are frequently excluded from that story.”

Brewery visits, for example, which tend to be built around sporting activities, infrequently account for how different groups, notably females, desire to participate. “Why do we see special editions for a paternal holiday, for instance, but lacking a maternal counterpart?” Ifaturoti asks. “The next frontier is the marketplace, and to create events with ladies as a focus as well as men.”

Four Spirits Defined by Ladies

The Ten-Year Matured Spirit by Laphroaig Extra-smoky whisky from master distiller Dowling.

Aged Black Label Spirit from Johnnie Walker Smooth, rich and made by master blender Emma, JW’s first female master blender.

The Organic Single Malt from Nc’nean This female-founded brand, started by the founder Annabel, takes its name from the queen of spirits.

Historic Whiskey by Uncle Nearest Full of dried fruit flavors, and crafted by multi-generational expert Victoria Eady Butler.