5 Inspiring Women Changing the Whisky Industry
20th May 2022
Women have been involved in the making, selling, and drinking of Scottish whisky for generations, but have not always received the recognition they deserve. More recently, many female entrepreneurs and distillers have been at the forefront of the industry. To celebrate the women that are innovating Scottish spirits, Away from the Ordinary has interviewed a few inspirational women in whisky to give us their takes on where the industry is going. Here are their responses:
Rachel MacNeill
A sentence to introduce yourself and what you do in the world of whisky?
Hello from Islay, in the lead up to our first “on the ground” Fèis Ìle since 2019. It is exciting to welcome people back to the island.
My name is Rachel MacNeill. I am the founder and MD of The Islay Whisky Academy – IWA. We are Sharing the Spirit of Scotland.
What inspired you to start working within the whisky industry?
Growing up in Islay, I am lucky to have been immersed in whisky from an early age. I left the island to travel and seek adventure. Later, I studied Scottish literature, then began training as an architect. Due to a conversation with a German friend at Fèis Ìle about 18 years ago, I decided to set up Whisky for Girls (& Guys!). It was a sort of hobby initially, then over time, this amazing idea has grown into The Islay Whisky Academy.
The world of whisky seems to be one that is continually evolving, what do you think is next for Scottish whisky? Do you predict any new trends?
Certainly, I believe the future is with Independent Bottlers and smaller localised distillers – distilling what they grow around them, and producing whisky that reflects the turn of the year. Of course, we will still have the behemoths, but the future is “niche” – both in bottles available to purchase and in production.
Why do think that Scottish whisky has such enduring popularity in international markets?
We have learned how the world works and the Scotch industry understands market trends and looks to the future predicting requirements. Also, international peoples love, respect, and value the amazing skill, creativity and heritage contained within the liquid of Scotch. We are not producing just a liquid; we are creating culture, time, and magic.
Do you foresee more women working in whisky in the near future?
Certainly. More and more women are entering the industry – the refinement and sensitivity of the female nose is well documented. The world is changing. Scotch whisky-making is part of this sea change – women are in positions of power in politics, law, education, and business. The Scotch industry is inclusive of this world shift. Unfortunately, women still face discrimination, but more and more men are standing up and stopping this from happening, making the Scotch Industry a better place for all.
What are you most proud of in relation to what you do?
I am most proud of what I do when I see the realisation come on in someone’s eyes and they “get” what IWA is teaching. I want people to appreciate that Scotch Whisky is a gift from Mother Earth.
We connect students with Peat, Water, Barley, and Copper in a physical way when they enrol on our courses. Scotch production and appreciation is not liquid in isolation. We teach Scotch in Context. This is one of the fundamental aspects of IWA teachings. A student on the April 2022 IWA Diploma course from Hong Kong liked our Tree Whisky Tasting the best. All his cigar-smoking, poker-playing friends in Hong Kong were incredulous – how can Scotch be connected to Trees?! But, he got it and is changed – he understands how Whisky comes from the Earth and he “felt the love” !! THAT is what it is all about for me – and a good dram or two of Scotch helps one open to this.
What advice would you give to young people who want to get into the whisky industry?
Don’t hesitate. Do it. There are many facets to the industry – there is a place for all.
What is your insider tip for anyone visiting Scotland?
Acknowledge a person who walks past you on the beach or the road. Engage, feel the love! Wave to cars on the road. Leave nothing but footprints, take nothing but memories.
Annabel Thomas
A sentence to introduce yourself and what you do in the world of whisky?
I’m Annabel Thomas and I run Nc’nean Distillery on the west coast of Scotland.
What inspired you to start working within the whisky industry?
A combination of a beautiful location and the wish to create a truly sustainable and forward-looking Scotch distillery.
The world of whisky seems to be one that is continually evolving, what do you think is next for Scottish whisky? Do you predict any new trends?
Well, hopefully, growth and carbon reduction. I think the biggest changes we’ll see will come from existing trends – new consumers, more openness to ‘other’ ways of drinking Scotch – e.g. with mixers, and brands being more authentic and transparent with their consumers.
Why do think that Scottish whisky has such enduring popularity in international markets?
A combination of a very high-quality product, which has been maintained over a long period, and the romantic associations with Scotland as a place.
Do you foresee more women working in whisky in the near future?
Yes, I hope so! We run a short week-long internship or work experience to encourage just this and we’ve had a fantastic uptake.
What does the future of Scottish whisky look like in terms of inclusivity?
Hopefully better than it is now! Whilst there are actually plenty of women working in the industry, the outside perception and the marketing of Scotch still need a lot of work to be more inclusive.
What are you most proud of in relation to what you do?
That we are the first net-zero whisky distillery in Scotland.
What advice would you give to young people who want to get into the whisky industry?
Try to figure out which part you might find attractive – do you want to be making whisky, marketing it, or analysing it in a lab. That will give you an indication of what your first step should be. But also reach out to people already in the industry – especially the ones doing the role you think you might like, everyone is very happy to talk.
What is your insider tip for anyone visiting Scotland?
Try to get off the beaten track by hiring your own car. Then you can drive down Glen Etive near Glencoe, visit amazing remote restaurants like Inver or our local, the Whitehouse, and of course, Nc’nean!
Justine Hazlehurst
A sentence to introduce yourself and what you do in the world of whisky?
My name’s Justine Hazlehurst and I founded Kask Whisky, a whisky tasting events company, back in 2015. I also offer tours where the main focus is on the history of Scotch whisky. In addition, I’m the co-director of the annual Fife Whisky Festival together with my good friend, Karen Somerville of Angels’ Share Glass.
What inspired you to start working within the whisky industry?
After nearly 20 years as a secondary school teacher, I decided to leave the profession and set up on my own. It’s important to me to do something I love and, therefore, my passion and enthusiasm for whisky was the motivation for setting up the businesses.
The world of whisky seems to be one that is continually evolving, what do you think is next for Scottish whisky? Do you predict any new trends?
Sometimes the rules for Scotch whisky don’t leave too much room for manoeuvre re creativity. Although I maintain that the advantages of these regulations outweigh the disadvantages. However, with plenty of new distilleries on the scene, I think we’ll see some interesting cask types used for maturation; especially for younger whiskies. I think we’ll also see new distilleries experiment more with different barley varieties and yeast types. It’s an exciting time for the industry.
Why do think that Scottish whisky has such enduring popularity in international markets?
Scotch whisky is a brand in its own right and that is thanks to all the hard work over the years that those involved in the industry have put in. Scotch whisky is also more than just a drink; it encompasses tradition, history, culture, language and people and these are all appealing to those overseas. Of course, it helps that Scotch whisky tastes great too and the changes over the decades to ensure that the consistent, good quality is maintained is an important factor.
Do you foresee more women working in whisky in the near future?
I think plenty of women have worked/are working in the whisky industry. However, much like in other industries, women haven’t always been visible. So, it’s about increasing the visibility of women working in the industry in the future which is key. And that is now very much starting to happen.
What does the future of Scottish whisky look like in terms of inclusivity?
With key players in the industry encouraging people of all backgrounds to drink Scotch whisky, the future is bright. Whisky is for everyone and part of the experience is sharing a dram or two with others. If those others are from different walks of life, with different stories to tell, that can only make the appeal of Scotch whisky greater.
What are you most proud of in relation to what you do?
During the various different lockdowns, I set up a local whisky group in Edinburgh to ensure that the sense of a whisky community continued despite not being able to meet up in person. Meeting weekly over Zoom, we established a strong cohort of dedicated whisky enthusiasts; most of whom I would now consider to be very good friends.
What advice would you give to young people who want to get into the whisky industry?
It would depend on which area of the industry interests them the most: production, marketing etc. But if I can only give one piece of advice it would be: read. Read everything you can – factual and opinion-based. As a result of the pandemic, there are also many whisky groups and societies (online and in-person) would I would encourage young people to join.
Karen Somerville
A sentence to introduce yourself and what you do in the world of whisky?
I’m Karen Somerville Co-Founder of Angels’ Share Glass, whisky glassware specialists and also co-director of Fife Whisky Festival
What inspired you to start working within the whisky industry?
We as a family had always made apparatus for the distilling industry, we used our skills to diversify into the world of whisky giftware. So already familiar with whisky making it was time to get passionate about whisky tasting.
The world of whisky seems to be one that is continually evolving, what do you think is next for Scottish whisky? Do you predict any new trends?
Whisky is constantly evolving and maturing (literally). The entire industry touches so many other sub-industries in Scotland and around the world that it is a huge moving part constantly
The whole NFT thing baffles me but many whisky brands seem to be jumping on this trend and I think the next thing may be the other baffling idea of alcohol-free whisky.
Why do think that Scottish whisky has such enduring popularity in international markets?
Whisky brings people together, it evokes memories and tells stories. Scotland is known as a welcoming and friendly country the world over and I think international markets feel that when they drink or purchase Scotch.
Do you foresee more women working in whisky in the near future?
I actually think the tide is turning on the whole women in whisky and now we are seeing a huge gender shift in the industry. I know when I visit distilleries or deal with departments at large whisky brands more and more women are at the helm, distilling and blending, not just in the sales and marketing areas which were most definitely female-led, but even the essential manufacturing aspects too like Coopers and Coppersmiths are seeing a gradual shift in female applicants. Women should have an equal opportunity to get into whisky and many stay a very long time.
What does the future of Scottish whisky look like in terms of inclusivity?
In terms of Marketing I still think Whisky is still positioned as a masculine drinking experience, I also think some brands have failed in trying to promote their new releases to a female audience by adding pink or a female name to a new release, Please don’t …… but again more and more women are choosing whisky over other spirits, experimenting in mixing and bagging their distilleries in the way people bag Munros. I think if you speak to most women in the industry, their own gender isn’t an issue they are just doing what they love.
What are you most proud of in relation to what you do?
In our 9 years of business, I have had many pinch-me moments, making exclusive pieces for major brands, sitting in head offices of major brands in the US and in the UK and showcasing what we do.
My most recent pinch-me moment was going to New York and showcasing my Whisky Tartan at new York tartan week. The main thing is we create a legacy and a future for our dying skill and craft in Scotland. We train new glassblowers every year some stay with us some move on to other things, but our biggest achievement is surviving a pandemic and countless business challenges and hopefully getting to 10 years.
What advice would you give to young people who want to get into the whisky industry?
Be inquisitive, learn and learn. There is so much to know and learn in the industry from the top to the bottom every inch is fascinating. Also, be bold, be innovative and above all be kind whilst doing it.
What is your insider tip for anyone visiting Scotland?
Oh my, do you have another 10 pages for me to write…. My top tip for anyone visiting Scotland is to put the camera or phone down for a second and drink it all in, sure you can look back on pictures and say that was cool or beautiful – but being present in that moment is so important. There are still many parts o our wonderful country I have yet to visit and I plan to remedy that as often as I can. Thankfully with my job I get to see a lot of whisky country and visit some spectacular places in Scotland all for work… It never disappoints. It never gets boring.
Terri Bryce
A sentence to introduce yourself and what you do in the world of whisky?
Hi Aeneas, thanks for having me on this panel. I’m Terri Bryce and I work in the Private Client Advisory team at Diageo Scotland focusing on the Luxury area of the business, ‘Diageo Rare & Exceptional’. I work in a team of talented individuals each of who comes from a totally different professional background. My focus is to create the most memorable whisky experiences which harness the full potential of our brand homes across Scotland. We’ve already got exclusive, ‘invitation only’ spaces at some of these key brand homes and there are more on the way. These spaces represent the very pinnacle of Diageo’s luxury experience offering. Their primary purpose is to host private clients, collectors, luxury media and corporate partners.
What inspired you to start working within the whisky industry?
My father was a whisky drinker but I really didn’t appreciate it till about 14 years ago. I had another family member in the industry and all I heard from him was stories about the people, the processes, the adventures, the art and craft that goes into it, the connections and how the distillery smelt and the taste of the liquid, of course. I was drawn in by the magic. That is why I have visited over 60 distilleries so far and during that time I embarked on setting up my own luxury whisky travel business based in Scotland.
The world of whisky seems to be one that is continually evolving, what do you think is next for Scottish whisky? Do you predict any new trends?
I work in one of the most innovative global drinks brands in the world and I am constantly amazed as to how the industry keeps evolving. I am very fortunate that I get to be involved in creating new, exciting and disruptive whisky experiences in Scotland. Although whisky is what the industry is all about, there is so much more to it – and so much more to be explored. It is about the overall experience that is created that will last in your memory. The people, the stories, the smells and the connections that you make with each of the brands are ultimately what you will talk about.
Why do think that Scottish whisky has such enduring popularity in international markets?
Working for a global company I have the benefit of seeing how a global company works. Scotland as a destination is increasingly popular and we have seen visitor numbers rise to pre-covid highs. People are so entranced by the rugged beauty of Scotland, and so I think that they want to be able to capture that essence in the drinks they consume. Scotch whisky itself is doused in a rich culture which you can’t emanate anywhere else in the world, which makes it such a unique and stunning destination to visit for global consumers. At Diageo Scotland, we pride ourselves in being able to bring these international markets the kind of experience they’re looking for.
Do you foresee more women working in whisky in the near future?
Yes, I do and we are already seeing it now. Diageo is a thought-leader in terms of its diversity and inclusivity policies and attitudes, I’m tremendously fortunate to work with many driven, ambitious and highly experienced women at the distilleries, through events both inside Diageo and externally, and encounters with many female writers and creators which is proof that women will continue to be highly integral to the industry. The new Master Blender for Johnnie Walker, who took over from the greatly revered and much loved Dr Jim Beveridge OBE, is Dr Emma Walker – the first female Master Blender. I also am fortunate to work with multiple women in the industry.
What does the future of Scottish whisky look like in terms of inclusivity?
Anyone can work, be involved or drink whisky and there should not be any barriers to that. I love the way a lot of drinks brands these days have something for everyone and that is really forward-thinking, you can even see it in terms of the way these brands and products are advertised. People care so much now about, not only the provenance of those products but about the ethical and fair way that those products were made. That includes caring about inclusivity. Ultimately, Diageo wants to attract new consumers who love the products as much as we, the employees, do. How they look, who they are, or where they’re from simply doesn’t matter. We’re working tirelessly to debunk a lot of myths about what ‘the average whisky drinker’ looks like – I’m pleased to say that there’s evidence that this work is already paying off.
What are you most proud of in relation to what you do?
I get a buzz out of creating lasting memories for people in an industry that I feel so passionately about. I’m at my most proud when I meet clients who I have created bespoke experiences for, who, years later, tell me what a big impression that specific experience made on them. It makes me feel that in some small way I, along with the team at Diageo Scotland, have had a part to play in introducing them to something they might otherwise have never experienced – and that is a deeply satisfying feeling.
What advice would you give to young people who want to get into the whisky industry?
Education! Learn as much as you can by speaking to people in the industry. Visit distilleries, read and get up to speed on what is going on in the industry, because it’s changing so fast. What I always loved about starting out in the industry many years ago is that so many people were willing to help you on your whisky journey no matter who you are. I also listened a lot and I wasn’t afraid to ask. Oh, and I also made sure I went to industry tastings, that was the fun part. You never know who you’ll end up sitting next to!
What is your insider tip for anyone visiting Scotland?
Take Scotland at your own pace, people always seem to want to cram in a hectic itinerary but Scotland isn’t going anywhere so take your time. Take time to stop, listen, see and smell what this country really has to offer. Not only does Scotland have amazing whiskies but you can’t visit without enjoying the food, people and staggeringly beautiful views.
As you can see, there are many different ways to enjoy whisky in Scotland and if you are looking for more inspiration, here are three of Scotland’s best whisky experiences. If you are interested in finding out more about any of the above-mentioned places or visiting Scotland yourself, visit our website and get in touch.