When you search Google for images of a ‘whisky drinker’ you still see only men above the fold. That old archetype is still many whisky brands’ go-to market, but brands and advertisers are waking up to the fact they can no longer market so narrowly. Women make up 36% of whisky drinkers*, which makes them a hugely important and profitable consumer segment. It’s why Distill Ventures recently organised a panel discussion, led by whisky expert and journalist Becky Paskin who has done so much to raise the issue of diversity and inclusion in whisky, with five women leading the way in various fields of the whisky industry, to discuss how we can make positive change. Full analysis by Jessica Broadbent.