SCOTSMAN

Two leading whisky experts have teamed up to launch #OurWhisky – a new movement designed to challenge perceptions of the stereotypical 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”.

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.”

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 [ . . . ]

Read more at: #OurWhisky launches in bid to illustrate the face of the modern whisky drinker – Scotsman Food and Drink