#OurWhisky launches in bid to illustrate the face of the modern whisky drinker

Becky Paskin, editor of Scotchwhisky.com and Georgie Bell, global whisky specialist, say this will be the world’s first campaign to unite the global whisky industry and whisky lovers in a combined bid to "dispel common myths of who modern whisky drinkers are".

The pair want #OurWhisky to reaffirm the consensus from within the industry that whisky is a drink with widespread appeal, and challenge the established perception among many consumers that whisky is still a “man’s drink” – an opinion they say has been perpetuated by decades of male-oriented advertising.

(L-R)Becky Paskin, editor of Scotchwhisky.com and Georgie Bell, global whisky specialist. Picture: contributed

As an on-going global project, #OurWhisky aims to showcase the inclusiveness of whisky and the diversity of its drinkers through a photographical social media series, launching on 6th March in the run-up to International Women’s Day (on 8th March).

For the launch, Georgie and Becky have invited women from across the global whisky industry – ambassadors, distillery managers, blenders, whisky lovers, journalists and bartenders – to participate.

By showcasing the diversity that exists within the whisky industry, Becky and Georgie are hoping to inspire whisky lovers all around the world to join the #OurWhisky movement.

The initial drive for the campaign will be to encourage women to tag @OurWhisky in a photo of themselves that illustrates how they like to drink whisky – at a bar, at home with their partners or with friends, and use the hashtag #OurWhisky.

Their photos will then be retweeted, regrammed and shared with fellow whisky enthusiasts to build a digital community that reflects the face of the modern whisky drinker.

Becky explained: “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.”

Georgie added: “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.”

Following the initial launch, the #OurWhisky campaign will evolve to encompass diversity, highlighting different ethnicities and cultures, to move forward against preconceived notions of what a whisky drinker ‘should’ look like.

The tagged photos will be collated and published on the @ourwhisky Instagram, Twitter and Facebook accounts.