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Issue 42 - Thetimestheyareachanging

Whisky Magazine Issue 42
September 2004

 

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Thetimestheyareachanging

Thismonthweaskafemaleonlypanelofwhiskydrinkerswhethertheimageofmaltwhiskyischanging

ThePanel
GillianBell,proprietorofonlinecateringcompanyCaledonianConnoisseur(GB)
AbigailBosanko,authorandwhiskyenthusiast(AB)
AnnabelMeikle,ScotchMaltWhiskySociety(AM)

(Q)Whiskyisseenprimarilyasamaledrink.Isthischanging?

GB:InthemainIthinkyes,butScottishwomenhavedrunkwhiskyforever.Andisn'ttheFrenchfemalemarketthefastestgrowing?Butwhiskyhasdefinitelystillgotamachoimage.

AM:Ithinkitischanging–butslowly.Ithinkthatwomenhavebecomemoreconfidentaboutaskingforadraminabarsituation–theyaremorelikelytoknowwhattheyareafterinsteadofaskingthebarman'srecommendation.RecentlyIaskedforadraminabarandthefellownexttometoldmewhatagooddramitwas–itmayhavebeenconversationalbutheprobablydidn'texpectmetoknow!WhenIlookaroundtheMembers'Room–Iseelotsofladiesenjoyingtheirdrams–allagesetc.Butperhapstheyfeelsaferinherethanoutinpubworld.Iratherlikeaskingforadram–yousometimesgetaraisedeyebrow.

AB:Forbetterorworse,whiskyandmachismohavealong-standingrelationship.IntheUnitedKingdomthereisakindofmasculineheroismattachedtoseriousdrinking.Theamountachapcandrinkwithoutactuallyfallingoverisstillseenbymanyasatestofmanhood.Thereareplentyofmature,professionalmeninEdinburghtodaywhohaveprivatelyadmittedtomethattheycan'tbeartotouchadropofwhiskybecausethesmelltakesthemstraightbacktotheirmisspentyouthandmemorieswhichalsotendinvolvealate-nightcurryandagutter.

(Q)Whydoestheperceptionexistandwhatcanbedoneaboutit?

AB:Onesimplereason:allwhiskyadvertisingistargetedatmen.Iwouldlovetoseeittargetedatwomenforachange.Wh...

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