Women Lead Whiskey's Transformation

Source: livemint.com

TL;DR

• Women Entering Whiskey: More women are leading as distillers, blenders, and drinkers in the traditionally male-dominated whiskey industry.
• Meghan Ireland's Role: Chemical engineer Meghan Ireland serves as chief blender at WhistlePig, innovating with Boss Hog VII finished in Spanish oak and Brazilian teakwood barrels.
• Historical Shift: Women have long contributed behind the scenes, from inventing distilling to co-founding the Kentucky Bourbon Trail, now gaining visibility.

The story at a glance

Women are increasingly taking leadership roles in whiskey distilling and blending while more female consumers embrace the drink, challenging its masculine image. Key figures include Meghan Ireland at WhistlePig, Judy Hollis Jones at Buzzard's Roost, and experts like Becky Paskin of OurWhiskey Foundation and bourbon historian Susan Reigler. The article highlights this trend amid the industry's growth from a 1990s downturn, with women driving innovations and tourism.

Key points

• Meghan Ireland, a chemical engineering graduate, became WhistlePig's chief blender after seeing a female distiller role model.
• Becky Paskin notes lingering doubts about women liking whiskey and works to create non-objectifying stock images of women drinking it.
• Historical contributions include Maria Hebraea inventing the first distilling instrument around the 2nd century and Catherine Carpenter recording the sour mash recipe in 1800s Kentucky.
• Women likely outnumbered men as bootleggers during Prohibition, as they were less searched by police, per Fred Minnick's Whiskey Women.
• Three women—Peggy Noe Stevens, Donna Nally, and Doris Calhoun—co-founded the Kentucky Bourbon Trail, boosting distillery tourism.
• Judy Hollis Jones co-founded Buzzard's Roost in 2019 and observes more women at tastings, defying stereotypes like jeans and cowboy hats.

Details and context

Whiskey has long carried gender expectations, with images of women drinkers often portraying them as pregnant, drunk, naked, or combinations thereof, according to Paskin. Despite this, women managed 1800s Kentucky distilleries and led home brewing as medicine-makers. The U.S. industry was in downturn in the 1990s but revived partly through women's marketing efforts, like wives promoting tourism and female bartenders creating cocktails.

Ireland has ensured WhistlePig's consistency since 2018 while experimenting, earning awards for her barrel-finishing choices. Hollis Jones, from food industry executive roles, finds whiskey business "tough" but sees steady rises in female participation at events.

Key quotes

Meghan Ireland: “It was kind of like a connection of, 'hey, I can see someone who looks like me, who has the same exact kind of education and background doing this job,' and kind of opened it up as an option.”

Becky Paskin: “It is a drink that comes with certain expectations around which gender drinks it and which gender makes it.”

Judy Hollis Jones: “No, I don’t [wear jeans, boots and a cowboy hat]. And every bourbon drinker female does not. We are very wide range of people that love bourbon.”

Why it matters

Women leading in whiskey broadens its appeal beyond male stereotypes, fostering innovation in a reviving industry. Consumers and businesses gain from diverse perspectives, like new blends and inclusive marketing, while more women drinkers normalize it as unisex. Watch for continued growth in female-led brands and participation at events, though stereotypes may persist.

What changed

Before the 1990s downturn, women contributed behind the scenes in U.S. whiskey; now they lead visibly as blenders, founders, and innovators; this visibility grew as the industry revived through tourism and cocktails in recent decades.

FAQ

Q: Who is Meghan Ireland and what does she do in whiskey?

A: Meghan Ireland, a chemical engineering graduate, is the chief blender at Vermont-based WhistlePig since 2018. She maintains consistency, oversees experiments, and created the award-winning Boss Hog VII finished in Spanish oak and Brazilian teakwood barrels. Her role was inspired by seeing a female engineer turned distiller.

Q: What historical roles did women play in whiskey?

A: Women invented the first distilling instrument around the 2nd century, managed 1800s Kentucky distilleries like Catherine Carpenter with sour mash, and likely outnumbered men as Prohibition bootleggers due to less police scrutiny. Three women co-founded the Kentucky Bourbon Trail to boost tourism. They were key in home brewing and medicine.

Q: How are women changing whiskey stereotypes today?

A: Leaders like Judy Hollis Jones at Buzzard's Roost note more women at tastings, rejecting cowboy hat images, while Becky Paskin creates respectful stock photos. More female drinkers and distillers position whiskey as for everyone. Experts document women driving industry revival from 1990s lows.

Q: What doubts persist about women in whiskey?

A: Some male colleagues and consumers question if women leaders even like whiskey, as Becky Paskin experienced judging tastings. The drink faces unique gender scrutiny compared to other foods or beverages. Efforts like OurWhiskey Foundation promote and support women.