As women embrace whisky, Scottish distiller The Glenlivet has partnered with Melbourne Fashion Festival and International Women’s Day events to help expand its growing brand awareness in the Australian market.
The move follows a global trend, replicated Down Under, where women are drinking more of the spirit, traditionally associated with dark dens, leather chairs, cigars and men.
In 1990, women accounted for about 15 per cent of US whisky consumption, but research shows that share increased to 37 per cent by last year. And in the UK, women now account for nearly one-third of the whisky market according to Future Laboratory.
During the past two years, The Glenlivet claims to have been the leading producer when it comes to category growth in Australia, where Roy Morgan data shows a 50-per-cent increase in whisky drinking among millennials.
