#OurWhisky promotes gender and cultural diversity
Whisky experts Becky Paskin and Georgie Bell have teamed up to launch a new movement that aims to highlight the diversity of whisky drinkers and challenge the perception that whisky is a ‘man’s drink’.
Paskin, who is editor of online whisky magazine Scotchwhisky.com, and global whisky educator Bell are spearheading the #OurWhisky campaign to “challenge perceptions of the stereotypical whisky drinker”.
Launched this week in the run up to International Women’s Day on 8 March, #OurWhisky will use a series of photographs shared on social media to “illustrate the face of modern whisky drinkers”.
Bell commented: “Whisky still widely succumbs to misconceptions amongst consumers. The more people we get involved in spreading the message that whisky does in fact have a broad appeal, the stronger it will become.
“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.”
For the launch of the campaign, Bell and Paskin invited female ambassadors, distillery managers, blenders, whisky lovers, journalists and bartenders to participate.
The initial drive encourages women around the world to tag @OurWhisky in a photo of themselves that illustrates how they like to drink whisky, and use the hashtag #OurWhisky across Instagram, Twitter and Facebook. The campaign will then evolve to highlight different ethnicities and cultures.
Paskin said: “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.
“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.”