In the name of upholding tradition and heritage, the whisky industry has resisted change for too long. A more inclusive whisky era has been long overdue, but thankfully there is now a momentum for change.
To enable this further, all who learn about the category ought to also learn about challenging the decades long patriarchal doctrine.
Increasing inclusivity and the dissolution of unconscious biases can only be a positive for whisky. Through doing it, it will sculpt a more sustainable and socially accountable landscape. It will lead to more innovative products and events too.
It’s a win -win for all and we all play a role in making this happen.
Here, we delineate strategies that all stakeholders in the drinks industry – from those working in it to casual drinkers – can use to help.
Comprehensive education and training
To disentangle ourselves from the web of unconscious biases, the best place to start is to foster a culture that is educated and aware. We recommend initiating training programs that aid in identifying and addressing biases. You can’t progress something you don’t talk about openly.
If you are hosting a tasting, helping your bar or front of house team – develop your content to include a diverse range of perspectives. How could it be better presented? Get a few opinions on how you can provide / present a rounded understanding of the whisky industry that is both inclusive and representative.
Taking a multi source approach helps reduce individual biasses by default.
Inclusive whisky marketing strategies
The portrayal of whisky in marketing collateral often gravitates towards a stereotypically masculine archetype. It still persists. Reversing this trend necessitates a shift towards marketing strategies that celebrate diversity.
Strategies could encompass narratives that are representative of various age groups, genders, backgrounds and experiences, fostering an image of whisky that is accessible and inviting to all.
Accessible events and tastings
Whisky events and tastings stand as vibrant opportunities to nurture inclusivity.
Most organisers aspire to create environments that are accessible to everyone. That can be further augmented through including a diverse range of perspectives during panel discussions and educational seminars. This needs to be encouraged further.
As participants, it is up to us all to remember that and live up to that ideal when attending. Challenge behaviour you feel doesn’t as it happens all the time. Unfortunately, too many remain silent.
Collaborative product development
For those involved in the industry reading this – involving a diverse team in product development can yield products that resonate with a broader spectrum of consumers. It’s so obvious and yet, so easily overlooked.
This collaborative approach, that values a myriad of perspectives, can foster innovation and lead to the creation of products that challenge the status quo. Moreover, it opens up new avenues and markets for the whisky industry.
The broader the set of perspectives being considered at early stages, the better the product.
Inclusive recruitment practices
Implementing inclusive recruitment practices can significantly contribute to building a workforce that mirrors the diversity of the consumer base. Employers should strive to reduce bias in the recruitment process.
Furthermore, providing equal opportunities for career development and growth to all employees, irrespective of their background, is a vital step in building a more inclusive industry.
Supporting underrepresented entrepreneurs
The whisky industry has a golden opportunity to foster diversity by supporting entrepreneurs from underrepresented groups. This support could take the form of grants, mentorship programs, or collaborations that give a platform to new, diverse voices in the industry.
By nurturing a diverse array of entrepreneurs, the industry can benefit from a rich set of influences and perspectives, driving innovation and growth in the sector for years to come.
Bars and bartenders hold a significant role in reshaping whisky culture too. They are central to helping it be more inclusive and welcoming to all. Here are a few on-trade specific strategies that can be adopted to promote inclusivity in whisky offerings:
Traditionally, whisky has been marketed heavily towards men. Bars and retailers can counteract this by designing menus and advertising materials that remove gender from descriptions. It seems so obvious, and it is as easy as it sounds . Just avoid perpetuating stereotypes and encourage whisky enjoyment among all patrons, not just some…
On every level, this will make your menu / shelf cards better. There’s no need to gender type a description ever. Remove it or by avoide the type of language that suggests it makes for easier reading too.
The best thing about it, 100% of readers will never even know that you did it. It never crosses their mind until someone makes it awkward by using unnecessarily sexualised language!
Education and training
Bartenders should be well-trained to guide patrons through the world of whisky without prejudice. This includes avoiding assumptions about what someone will like based on their age, gender, or appearance.
Stop the lazy consumer reading that goes on and make it better by being curious rather than assuming (read other tips on how to HERE)
Education should also involve familiarising staff with the wide range of whisky profiles to suit different palate preferences, encouraging a more diverse clientele to explore the whisky category.
Go rogue – in a good way
If we present whisky in the same way, we will get the same results. If you want to challenge the status quo – GO FOR IT! Be bold.
For example, unapologetically back female producers and champion that in the way it’s presented. Why not? Intentionally recommend whisky to female guests to break the taboo through normalising the assumption that whisky is for everyone. You’ll be amazed at the conversations that sparks. What have you got to lose by doing it?
Get creative with how you range whisky and describe it. For example, make abstract connections between whisky and something they might be familiar with / that’s on-brand for your venue. Music, Film, Literature, Art, Architecture, Deserts – there are so many connections that guests might instantly get that you can play off to make a recommendation and so many creative ways to bring those to life.
Not talking about whisky in the tired and repetitive ways will help bring in a new type of consumer to the category. The added benefit – it won’t alienate those already interested in having a dram!
In sum, the journey towards a more inclusive whisky industry is multifaceted. It involves education, inclusive marketing, accessible events, collaborative product development, fair recruitment practices, and support for underrepresented entrepreneurs.
Each stakeholder, from industry professionals to casual drinkers, plays a crucial role in this evolution.
An inclusive whisky industry is not impossible to reach. However, it does need to be consciously addressed for there to be enough oxygen to fuel the fire of change. By embracing these strategies, the whisky industry can not only enrich its own heritage and diversity but also pave the way for a more inclusive and innovative future, reflecting the varied tastes and experiences of its global audience.
