Girls and Whisky: Revolutionising a Male-Dominated Trade

The alcohol trade and its promoting have traditionally held a gendered nature. As seen within the majority of arduous alcohol or spirits companies, the whisky trade is crammed with gender stereotypes and has largely been related to males. Within the eyes of the advertiser and the shopper, whisky has change into the final word image of heteronormative, dominant, conventional masculinity, conjuring photographs of Mad Males period kind adverting. The spirits usually focused at ladies (equivalent to gin and vodka) typically reference the lightness of the spirit (often associated to energy) and designed to be combined (or in different phrases, weakened). 

Nonetheless, there are a plethora of girls working within the whisky trade all over the world, difficult these stereotypes. One lady, specifically, Annabel Thomas, co-founder of Nc’nean, an impartial natural whisky distillery on the west coast of Scotland. In an interview with About Time Journal, Annabel revealed that on some whisky model Instagram accounts, photos of canines function extra frequently than photographs of girls, and it’s entrepreneurs being “lazy or worse, prejudiced”. Nonetheless, that is fully unrepresentative of whisky drinkers, of whom, ladies are thought to make up round 37%. 

As a part of her ambition to alter stereotypes and encourage extra ladies to think about a profession in whisky, Nc’nean ran an internship earlier this 12 months, for 2 ladies to work on the distillery for per week, which had an amazing variety of candidates, demonstrating a transparent demand! 

The model title was chosen after a pagan goddess, Neachneohain. She was a huntress, a guardian of nature and walked her personal path, which Annabel thought completely represented the distillery’s sustainable and impartial type. Inspiring the model colors and brand, the goddess is affiliated with the forests and moon, in order that they selected a lot of crops and timber discovered surrounding the distillery. Nc’nean is devoted to sustainable manufacturing; all merchandise are licensed natural, the distillery solely makes use of renewable vitality, they usually recycle their waste merchandise (e.g. spent grain) again to the farm. 

Scotch whisky is inclined to additional stereotypes; as a drink for the older, elite and quaint. By creating a contemporary, natural Scotch, Annabel is concentrating on a extra various, youthful shopper. At present in search of to lift £1M in funding, you possibly can assist her marketing campaign on our platform right here. 

We’ve got quite a lot of unimaginable entrepreneurs difficult gender stereotypes who’re presently elevating on Seedrs:

We’re extremely proud to assist and gasoline the success of gender various startups! Based on Beauhurst, crowdfunding is essentially the most gender-equitable investor kind, with 24% of offers. Based on a brand new research carried out by Joelson and Seedrs, 100% of female-founded companies, and 90% of female and male co-founded companies, reached or exceeded their Crowdfund targets on the platform final 12 months in 2018. In distinction, 80.9% of male based corporations reached their targets.

Ellie Collins

Content material Advertising and marketing Supervisor