one would do with wines, developing an
appreciation, which is exactly how we treat
our whiskies.”
“One thing is for sure: women are be-
coming very educated on the subject of
whiskies,” notes Randal Stewart, public
relations and events manager for Cam-
pari America. “Women want to know just
as much about the process and source of
whiskies as their male counterpart. We’ve
found that women aren’t looking for that
trophy bottle, but rather are more inter-
ested in discovering the diverse flavors of
many different bottles.”
Stewart has overseen the company’s
successful “Women & Whiskies” program,
introduced in November of 2010, which
was developed to spark conversation and
trial of the Campari portfolio of whiskies
(Wild Turkey, Yamazaki, Glen Grant and
several other single malts and blends). The
program’s Facebook page has doubled
in followers from last year (now topping
4,200). In 2012, eight regional events were
held across the country, and a signature
event in New York City attracted over
100 women.
Rachel Barrie of Morrison Bowmore
Distilleries presented Auchentoshan,
Bowmore and Glen Garioch single malts
in a “Tale of Three Single Malt Sisters,”
which involved storytelling, an interactive
sensory testing and food pairing. In ad-
dition, these events have taught women
how whiskey is produced, the differ-
ences between whiskey categories, how to
woman
&
whiskey
d-BDf-prt-BeverageMediaJournal-April2013-halfpgAd-v2.pdf 1 3/6/13 10:47 AM
Stephanie Ridgway, Highland Park Whisky
By the
Numbers
Females account for:
65-75%
45%
35%
32.5%
30.4%
27.6%
24.1%
20%
12%
of alcohol purchasing
decisions for the household
of Jim Beam Red Stag
drinkers
of Dewar’s drinkers
of the Canadian whisky
category
of the bourbon whiskey
category
of the Irish whiskey
category
of the Scotch whisky
category
of Jack Daniel’s drinkers
of membership in The
Scotch Malt Whisky
Society of America
1...,36,37,38,39,40,41,42,43,44,45 47,48,49,50,51,52,53,54,55,56,...116