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Issue 150 - Changing Times

Whisky Magazine Issue 150
April 2018


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Changing Times

We have a long way to go but the movement has started

We live in strange, worrying, but incredibly exciting times at the moment. The winds of change are starting to blow strongly in a really good way. The gathering pace of calls for reform and equality are sweeping many industries and the whisky world is not immune, and neither should it be. Just take notice of several voices on the social media channels and you will realise that healthy debate is happening and a much needed change in perception is garnering momentum, supporters and force.

I still find it staggering that the opinion "what do you know you are a woman?", should still be tolerated in our world. Irrespective of background, religion or race, this is not acceptable. I remember doing an interview in Russia and the journalist left me floored when he asked me, "Why should we let women drink our whisky...?" Simply staggering. Just for the record my answer was a measured "Whisky does not see gender any more than a stone does... and do women need your permission - No." I seem to remember a few expletives in there too, but you get the gist.

However, change is coming. We are moving further from the peak macho imagery and male-centric marketing of the 70s and 80s, but still those lines get trotted out by various marketing agencies. We have a long way to go but the movement has started.

One beacon that will, I really hope, make a difference is the OurWhisky campaign, launched recently. This is the worldís first campaign to unite the global whisky industry and whisky l...

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