The movement will tackle ‘out-dated perceptions’ of the stereotypical whisky drinker.
Thankfully beers named Morning Glory, Deep Throat and (this is ridiculous) Thong Remover are few and far between these days, but as an article featured on the BBC News website this week attests, sexism continues to plague the beer industry.
It’s an issue that doesn’t simply lurk on the leery labels of some poorly conceived craft beers, but according to many women working across the trade, transcends the entire industry. Uncomfortable tales of sexual harassment and misogyny are rife, and far too common. Take beer writer Melissa Cole’s experience of being groped at an industry event by a guy whose only excuse was that he’s ‘a silly old man’. Or the unnamed ‘old-fashioned’ brewery that hires women to work behind its bars as an ‘attraction’ for its male patrons.
While vulgar labels and product names aren’t prevalent in Scotch, the BBC’s article could just as well have been talking about whisky. Our industry is just as full of misogyny, as one would assume is the case with any male-dominated sector. Too many times I’ve been referred to as ‘that woman’ in a condescending tone, or told I can’t possibly like whisky or know anything about it because it’s a ‘man’s drink’ (this last comment most recently from a stranger while queuing at a Waitrose checkout). Last month a man even asked if he could stroke me.
Whisky pin-ups: Women have been exploited to sell whisky and beer for too long, says Paskin
Incidents like these aren’t a daily occurrence, not for me at least, but they are a reality for many women working in whisky, and beer. It’s partially the result of decades of women being exploited in advertising campaigns as a supporting act to the male lead.
With the fallout from Harvey Weinstein’s alleged sexual misconduct, and the publication of major companies’ gender pay differences, the issue of sex discrimination is at the forefront of international news just now. The spotlight on women’s issues will only get brighter this year, which makes the proposed new whisky release from Johnnie Walker all the more perplexing.
According to labels submitted for approval to the US Alcohol and Tobacco Tax and Trade Bureau (TTB) this month, the world’s largest Scotch whisky brand is soon to introduce a Jane Walker edition, featuring a female Striding Man.
As Diageo, the brand’s owner, is yet to reveal full details of its new Jane Walker edition, it’s too early to comment on its intentions, though perhaps the release is a defiant statement about the power of women, and is being timed to coincide with International Women’s Day on 8 March. Perhaps a proportion of sales are to be generously donated to women’s charities around the world.
Diageo is a staunch supporter of gender equality in the workplace, having been voted one of the top FTSE100 companies for featuring women on boards and in leadership roles. It operates schemes to train, employ and empower women in emerging markets, and has been a sponsor of a women’s literary prize.
Ban ahead?: Many voices in brewing have called for sexist beer labels like these to be prohibited
Considering its credentials, one would hope the expression is a demonstration of the iconic brand’s support for gender equality, rather than an ill-judged attempt at attracting female drinkers by sticking a woman’s name on the bottle. Anyone remember the sweet, pink, bizarrely named Qream liqueur (it's a cream liqueur but also the 'Q' is for queen, apparently) launched by Diageo in collaboration with Pharrell Williams? Designed to ‘celebrate the beautiful, independent and sophisticated women of today,’ Qream bombed, and resulted in a multi-million dollar lawsuit.
People are individuals, and have their own likes and dislikes not pertinent to their sex. Despite the lingering everyday sexism, the whisky and beer world has come far in establishing gender equality in the industry. The Campaign for Real Ale (Camra) will now only select businesses as its Pub of the Year if they ‘avoid causing offence to any sections of society’, while sexist beers are set to be banned at many UK festivals and competitions. Meanwhile, more women than ever are working in leading roles in brewing and distilling.
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Latest news 16 January 2018
The Striding Man has been transformed into the Striding Woman for a new whisky edition.
Latest news 26 February 2018
A female version of Johnnie Walker’s Striding Man will grace bottles in the US.
In depth 02 March 2018
The whisky was never designed specifically for women, its producer explains.
From the editors 09 October 2015
With more women than ever enjoying a wee dram why does gender stereotyping still exist at all?