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This is Whisky This is Whisky

Close your eyes and picture a whisky drinker. Who do you see?

For too long, the image of whisky being consumed exclusively by middle aged white men in leather armchairs has dominated pop culture. While the root of this stereotype dates back decades, it is continuously reinforced in today’s world - look no further than a search of ‘whisky drinker’ online to see what we mean. As our whisky community continues to evolve, we want to celebrate and highlight the modern whisky drinker (hint: that's you)!

#BREAKTHESTEREOTYPE

We set out to break the search engine algorithm and #BreakTheStereotype, partnering with talented photographers, Danny Kasiyre and Devyn Galindo to capture a colourful montage as unique and varied as the whisky drinker. Over several months, we seeded these images online, and started to see a significant change in the visual landscape.

To continue our commitment to highlighting issues of diversity in whisky, we’ve also partnered with Equal Measures – an organization founded to deliver greater equity for ethnic minorities and marginalized groups in hospitality. We’ll be supporting 30 participants from BAME and marginalized communities, providing them with the opportunity to grow their qualifications and unlock their full potential in the drinks industry.

And we’re just getting started….

BEHIND THE LENS WITH DANNY

A Ugandan-British photographer and director based in London, Danny’s photography always aims to promote a truly diverse view of the world. Watch on to learn more about him.

Meet Danny
Meet Danny

BEHIND THE LENS WITH DEVYN

Devyn is a Queer, Chicanx, artist and photographer based in California. Their work always aims to capture the beautifully diverse world that we live in. Get to know Devyn below.

Meet Devyn
Meet Devyn

SHARE YOUR LOVE FOR WHISKY

Help us redefine the idea of who a whisky drinker is. Share your photos and tag us @TheGlenlivet_US to #BreakTheStereotype.

This is Whisky
This is Whisky

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