Whisky ‘has to lose its boys’ club reputation’

WHISKY industry leaders have called for Scotland’s national drink to be marketed towards women as the sector faces claims of sexism.

A panel of distillers, hotel owners and whisky writers said the ‘all boys’ club’ that dominated the sector must change.

Women are drinking 15 per cent more whisky than they did ten years ago, while sales among men which have dropped by 6 per cent over the same period.

Ian Millar, whisky specialist at Glenfiddich and brand ambassador for William Grant, said the sector had to become ‘more inclusive’, telling an online debate: ‘Marketing departments have a role to play in how it’s portrayed. If we are identifying only men then clearly that’s

‘Better to portray a whisky lover’

wrong. It’s better to portray a whisky lover rather than a man.’

Marketing expert and event host Helen Foord said: ‘Whisky has long had masculine associations but for some time now women have been making it and drinking it in growing numbers.

‘There are even more women distillers, warehouse managers, master blenders, whisky shop owners, whisky club organisers as well as plenty of women sales managers than ever before.’

Single malt specialist Stephanie Murray, general manager at the Dowan’s Hotel in Aberlour, Moray, said: ‘There’s still a sense of whisky being discussed within an all boys’ club type sense.’

The event heard female workers at ‘every level’ reported ‘gender bias or sexual harassment’.

Whisky writer Becky Paskin said: ‘We’re talking young women who have just got started in the industry, all the way up to the most famous and established distillers.’