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SB Podcast: ‘Do you even like whisky?’
In episode six of The Spirits Business Podcast, OurWhisky Foundation founder Becky Paskin discusses the development of gender equality in whisky.
“I feel like the biggest difference in the past six years is acceptance; this is a big problem, what can we do to change it?” said Becky Paskin, founder of the OurWhisky Foundation, during the latest episode of The Spirits Business Podcast.
Paskin founded non-profit organisation OurWhisky Foundation in 2022 to support women in the whisky industry. It offers seminars, workshops, qualification opportunities and mentorship schemes, among other initiatives.
In August 2023, the foundation released the results of a survey, which collected responses from more than 600 women in the global whisky sector. It was titled: Do You Even Like Whisky? The Barriers Holding Back Women in the Industry.
The study revealed more than two-thirds (70%) of respondents have experienced inappropriate or sexual remarks while doing their job, while 33% have been inappropriately touched.
The latest episode of The Spirits Business Podcast delves into these findings, and discusses how the industry can work together to achieve gender equality in whisky.
Furthermore, Paskin discusses the success of the first auction dedicated to women in whisky, success stories from the OurWhisky Foundation’s mentorship scheme, and the importance of representation in marketing and social media.
“I think there has been a marked increase in the number of women included in marketing campaigns,” said Paskin. “You can see it everywhere now, and I feel like marketing generally has evolved beyond the typical tropes of a leather armchair and a cigar and a glass of whisky and a fireplace. It’s moved beyond that and [it’s] embracing lots of different occasions and lots of different people as a result, and I feel like that’s going to really start pushing the needle forward.
“There’s still a long way to go. I don’t think every brand has embraced that change yet. I would like to see more start to really think about how they sell their whisky and not just through their advertising campaigns, but through even small things like social media; how often are you representing the diversity of your drinkers on social media with your imagery?
“I’d like to see all kinds of demographics embraced in marketing as well. I’d like to see the LGBTQ community embraced within whisky marketing. I’d love to see disabilities embraced as well. There’s so much more the industry can do.”
Episode six of The Spirits Business Podcast is available to listen to on all major streaming platforms, including Apple Podcasts, Spotify and Amazon.
Alternatively, click the link below to listen to the latest episode with the OurWhisky Foundation’s founder.
Episodes one to five featured Brothers’ Bond Bourbon, Equal Measures, Sastrería Martinez, The Pinnacle Guide and Be Inclusive Hospitality.
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