A SCOTS distillery is aiming to split the mould in its new mission to improve the stereotypical picture of whisky drinkers.
The Glenlivet has introduced its new #BreakTheStereotype marketing campaign to celebrate what it calls “diversity and representation” inside of whisky.
The distillery is launching a pop-up bar at Coupette in Bethnal Inexperienced, London from the 13th-19th June with the aim of changing the picture of “the modern-day whisky drinker”.
The Glenlivet says that “the imagined of whisky being loved exclusively by middle-aged, white gentlemen has dominated pop society for far too long”.
It also cites exploration conducted by French beverage firm Pernod Ricard, which exhibits that a third of whisky drinkers globally are women.
In a transfer to change the image of the whisky market, The Glenlivet will be serving cost-free Scotch-based mostly cocktails in trade for shots of genuine-daily life whisky supporters.
Guests putting up a photograph of on their own at their po-up bar with a one malt cocktail with #BreakTheStereotype will acquire the consume free of cost.
A part of proceeds from just about every cocktail purchased outside of the complimentary consume will be donated to Equivalent Actions, an organisation founded to produce larger fairness for ethnic minorities and marginalised groups in hospitality.
Deano Moncrieffe, Founder of Equivalent Steps mentioned: “We’re delighted to be saying our partnership with The Glenlivet for the start of #BreakTheStereotype, and primarily to be working with a firm that shares our values, and the eyesight that grew to become Equivalent Actions.
“We hope to make the beverages and spirit market a far more welcoming and inclusive spot, for not only all those who operate inside bars, but at every single level of the drinks field.”
The distillery’s purpose is to utilise look for engine algorithms to adjust the Google Photographs success for ‘whisky drinker’ to a extra assorted montage.
The Glenlivet is also supporting Equivalent Actions by way of its Instruction and Mentorship Plan.
They are aiming to provide up to 30 contributors from BAME and marginalised communities with accessibility to qualifications, mentorship and opportunities that they say “will allow them to obstacle the biases they encounter.”