Whisky and the Worldly Woman

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Men have always, largely, been the focus of Whisky advertising and marketing. Probably because they are the largest consumers. But we would be remiss to discount the growing numbers of the fairer sex who enjoy a peg or two.

The world has largely categorised women who drink (alcohol) as wine or cocktail drinkers. At restaurants, you don’t blink or look again when you glimpse a woman sipping from a delicate wine glass. Wine has been known to please the feminine palate and has been given its due.  But little has been said about a lady and her Scotch.

Women have a more refined sense of smell than men and can better appreciate the finer notes of different Whiskies. It has been said that women who drink Whisky are connoisseurs, have specific tastes, know what they want, and enjoy comfort and deep conversations.

Did you know that in the West, it is not a new phenomenon for women to drink Whisky? In fact in the movie Anna Christie (1930) Greta Garbo’s opening words were “Gimme a Whisky… And don’t be stingy”! However, with stiff competition from Vodka and its easily mixable nature, Scotch took a backseat for a while. Most people stopped associating it as a drink you mixed with anything and because it was more of a “neat” kind, it lost points for low versatility.

Today a quarter of the world’s Whisky drinkers are women, and the UK boasts a third. The rise in the popularity in Whisky amongst women drinkers has been attributed to several factors. One is the resurgence of Whisky based cocktails such as the ‘Old Fashioned’, ‘Manhattan’ and ‘Whisky Sour’ which became favourites with women more open to experimenting.

A larger variety of available Whisky brands is also a reason, one that goes hand-in-hand with a rise in women with disposable incomes and more sophisticated tastes. The word-travelled woman of today is more confident, more aware, and certainly more discerning. Pop culture has taken a liking to her and showcased her in TV shows like Mad Men that have been hugely instrumental in giving Whisky the centre stage again.

In fact Christina Hendricks, a lead in Mad Men, was in 2012 named brand ambassador for the popular Whisky brand Johnnie Walker, giving female Whisky drinkers outright respect and recognition from their male counterparts. Other famous female Whisky drinkers include Lady Gaga and Hillary Clinton.

What sets Whisky apart from other liquor is that it demands attention for itself. As Emma Barnett, (self-confessed Whisky lover) of The Telegraph puts it, “(Whisky) doesn’t blend into the background of an experience… It is the experience.”

The Bengaluru Duty Free range of Scotch Whiskies is sure to tantalise any palate, male or female. Today, we extend a warm welcome to our lady patrons and we promise that your taste in Whisky will only serve to educate our business further and help us serve you better. Visit www.bengalurudutyfree.in 

 

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