The Glenlivet is on a mission to vary the outdated stereotype of the whisky drinker – one picture at a time. #BreakTheStereotype celebrates variety and illustration inside whisky – the primary in a collection of preconceptions the unique Speyside single malt is difficult head on.
For a lot too lengthy, the considered whisky being loved solely by middle-aged, white males has dominated popular culture. A notion so widespread, you solely want to have a look at the outcomes for ‘whisky drinker’ on Google Photos™ search service – a disproportionate variety of white males over another gender or ethnicity. Nevertheless, analysis carried out by Pernod Ricard* exhibits that the fashionable whisky drinker has developed, with a 3rd of whisky drinkers globally being girls.
To problem this ‘cultural norm’, The Glenlivet is infiltrating search engine algorithms and purposefully planting photographs to vary the visible panorama. Now, when looking ‘whisky drinker’ utilizing Google Photos™ search service, you’re greeted with a vibrant montage as distinctive and various as actual whisky drinkers in 2022.
Miriam Eceolaza, International Advertising Director, The Glenlivet & Single Malts at Pernod Ricard commented: “#BreakTheStereotype continues The Glenlivet’s pioneering heritage and exhibits that we are going to by no means be held again by limiting preconceptions. We all know there’s a various vary of whisky followers throughout the globe and that continues to develop – but the previous stereotype surrounding whisky stays. Time for us to vary that.”
The photographs have been captured by two photographers who embody originality and the eclectic world of whisky. Danny Kasirye is a Ugandan-British photographer and director who cast his personal path. His pictures all the time goals to convey a way of purity, pleasure and sweetness in its many kinds. Devyn Galindo is a queer Chicanx artist, photographer and Whisky Bitter fan based mostly in California, whose work exists on the intersection of tradition, illustration, and politics. A person who champions self-expression, their private venture, ‘The Van Dykes Initiatives’ paperwork queer tales throughout the US and goals to protect queer oral historical past for future generations, practising activism by artwork.
To proceed to advertise variety in whisky, The Glenlivet has partnered with Equal Measures, an organisation based to ship larger fairness for ethnic minorities and marginalised teams in hospitality. As a part of the partnership The Glenlivet is supporting Equal Measures by its Schooling and Mentorship Scheme by offering as much as 30 members from marginalised communities with entry to {qualifications}, one-on-one mentorship and alternatives that can allow them to problem the biases they encounter with a wealth of expertise, information, and connections.
“It’s important that we do our half to raised signify right now’s whisky drinker and our partnership with Equal Measures will assist speed up change for the higher. ‘#BreakTheStereotype celebrates The Glenlivet’s ardour for difficult conventions and continues the revolutionary and authentic considering of our founder, George Smith.” added Miriam Eceolaza.
Supporting #BreakTheStereotype, Deano Moncrieffe, Founding father of Equal Measures mentioned:
“We’re delighted to be saying our partnership with The Glenlivet for the launch of #BreakTheStereotype, and particularly to be working with an organization that shares our values, and the imaginative and prescient that turned Equal Measures. We hope to make the drinks and spirit business a extra welcoming and inclusive place, for not solely those that work inside bars, however at each degree of the drinks business.”
To additional help The Glenlivet’s mission to problem the outdated stereotype on-line, whisky drinkers are invited to the #BreakTheStereotype pop-up bar happening at Coupette in London from 13th–19th June. Company posting a photograph of themselves with a cocktail from the #BreakTheStereotype menu on social media with the hashtag, will get pleasure from a free drink.** The images will additional infiltrate the algorithm by flooding the web with photographs and persevering with to bolster the fashionable face of whisky. A portion of proceeds from every cocktail bought from the menu past the complimentary drink might be donated to Equal Measures and go in direction of delivering larger fairness for ethnic minorities and marginalised teams in hospitality.
For extra details about #BreakTheStereotype, please go to https://www.theglenlivet.com/break-the-stereotype/
*The Pernod Ricard Group carried out analysis throughout seven key markets that exhibits there may be an approximate 68% male / 32% feminine break up; Model supply tracker, 2020
**For folks over authorized consuming age.
