A SCOTS distillery is aiming to break the mould in its new mission to change the stereotypical image of whisky drinkers.
The Glenlivet has launched its new #BreakTheStereotype campaign to celebrate what it calls “diversity and representation” within whisky.
The distillery is launching a pop-up bar at Coupette in Bethnal Green, London from the 13th-19th June with the aim of changing the image of “the modern-day whisky drinker”.
The Glenlivet says that “the thought of whisky being enjoyed exclusively by middle-aged, white men has dominated pop culture for far too long”.
It also cites research conducted by French beverage company Pernod Ricard, which shows that a third of whisky drinkers globally are women.
In a move to change the image of the whisky industry, The Glenlivet will be serving free Scotch-based cocktails in exchange for photos of real-life whisky fans.
Guests posting a photo of themselves at their po-up bar with a single malt cocktail with #BreakTheStereotype will receive the drink free of charge.
A portion of proceeds from each cocktail purchased beyond the complimentary drink will be donated to Equal Measures, an organisation founded to deliver greater equity for ethnic minorities and marginalised groups in hospitality.
Deano Moncrieffe, Founder of Equal Measures said: “We’re delighted to be announcing our partnership with The Glenlivet for the launch of #BreakTheStereotype, and especially to be working with a company that shares our values, and the vision that became Equal Measures.
“We hope to make the drinks and spirit industry a more welcoming and inclusive place, for not only those who work within bars, but at every level of the drinks industry.”
The distillery’s aim is to utilise search engine algorithms to change the Google Images results for ‘whisky drinker’ to a more diverse montage.
The Glenlivet is also supporting Equal Measures through its Education and Mentorship Scheme.
They are aiming to provide up to 30 participants from BAME and marginalised communities with access to qualifications, mentorship and opportunities that they say “will enable them to challenge the biases they encounter.”
