#OURWHISKY LAUNCHES TO ILLUSTRATE THE FACE OF THE MODERN WHISKY DRINKER 

London, UK, 6^th March 2018, Becky Paskin, Editor of Scotchwhisky.com and Georgie Bell, Global Whisky Specialist, have partnered to launch #OurWhisky – a new movement designed to challenge perceptions of the stereotypical whisky drinker.

This is 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.

Although the consensus within the industry is that whisky is a drink with widespread appeal, the perception remains among many consumers that whisky is still a “man’s drink” – an opinion perpetuated by decades of male-oriented advertising.

As an on-going global project, #OurWhisky aims to showcase the inclusiveness of whisky and the diversity of its drinkers through a photographical social media series, launching on 6th March in the run-up to International Women’s Day (on 8th March).

For the launch, Georgie and Becky have invited women from across the global whisky industry – ambassadors, distillery managers, blenders, whisky lovers, journalists and bartenders – to participate. By showcasing the diversity that exists within the whisky industry, Becky and Georgie are hoping to inspire whisky lovers all around the world to join the #OurWhisky movement.

The initial drive for the campaign will be to encourage women to tag @OurWhisky in a photo of themselves that illustrates how they like to drink whisky – at a bar, at home with their partners or with friends, and use the hashtag #OurWhisky. Their photos will then be retweeted, regrammed and shared with fellow whisky enthusiasts to build a digital community that reflects the face of the modern whisky drinker.

Becky comments: “We are asking whisky lovers all over the world to take a photo of themselves that illustrates how they like to enjoy whisky, whether in a cocktail, from a hipflask on a wintry walk, as an accompaniment to their favourite meal, wrapped in a blanket on the couch, hanging out with friends or doing something more adventurous!”

“The campaign is called #OurWhisky as our first and foremost priorities are equality, gender parity and inclusiveness. 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.”

Georgie says: “Whisky still widely succumbs to misconceptions amongst consumers. The more people we get involved in spreading the message that whisky does in fact have a broad appeal, the stronger it will become.”

She adds: “This is something we both feel really strongly about, a true passion project – it’s not a branded piece but instead a rally cry to unite whisky lovers and the industry together.”

Following the initial launch, the #OurWhisky campaign will evolve to encompass diversity, highlighting different ethnicities and cultures, to move forward against preconceived notions of what a whisky drinker ‘should’ look like.

The tagged photos will be collated and published on the @ourwhisky Instagram, Twitter and Facebook accounts.

Notes:

OurWhisky is an on-going global campaign to highlight the diversity of the whisky industry, the inclusiveness of whisky and the variety of its drinkers. The project is designed to challenge opinions of what a whisky drinker looks like through a photographical social media series. Spearheaded by Becky Paskin, Editor of Scotchwhisky.com, the leading online whisky magazine, and Georgie Bell, Global Whisky Educator, they hope to inspire people all over the globe by showcasing how diverse the whisky industry really is.

About Becky and Georgie:

 Becky Paskin

Becky Paskin is editor of online magazine Scotchwhisky.com, the world’s leading website for whisky lovers. She was the first journalist to gain a General Certificate in Distillation with the Institute of Brewing and Distilling – a qualification usually reserved for distillery operators. Becky has been writing about drinks for over 10 years, is a member of exclusive society Keepers of the Quaich, and is an expert in all manner of spirits. She regularly presents educational whisky seminars at global drinks shows including Tales of the Cocktail in New Orleans and The Whisky Show in London.

Georgie Bell
Georgie Bell, Global Whisky Specialist, started her career in the drinks industry as a cocktail bartender. Going on to study for a diploma in distillation at the Institute of Brewing and Distilling she achieved the highest mark globally, leading to The Worshipful Company of Distillers to grant their International Award and accepting her in to the exclusive society. Georgie began educating through her various whisky brand ambassador roles starting at the Scotch Malt Whisky Society, before moving to Diageo and now as a Global Malts Ambassador for Bacardi.