As part of its continuing effort to promote inclusivity in the world of whisky, non-profit organisation the OurWhisky Foundation has released the second series in its ‘Modern Face of Whisky’ stock image library.
The explicit aim is to address and improve how female whisky drinkers are represented in the media, by the simple tactic of creating and distributing free-to-use photographs of females and people of varied ethnicities enjoying a dram in a cheerful social setting.
The Foundation has previously highlighted how women remain scarce in whisky imagery, particularly on free stock image sites where female representation most often depicts them in lingerie, pregnant, or as gamblers and alcoholics.
Whisky’s historic reliance on masculine imagery has had a direct effect on how women who drink and make whisky are treated by consumers – the same research found that 89% of women in the industry’s consumer-facing roles were often spoken over and had their knowledge questioned, while 70% have received inappropriate sexual remarks while at work.
For its latest salvo of positive non-stereotypical imagery, OurWhisky has collaborated with award-winning Glasgow-based portrait and lifestyle photographer Christina Kernohan on a festive theme.
Ms Kernohan said: “I’m aware of and have personally experienced bias and stereotyping within the whisky industry so I didn’t want to turn down an opportunity to be involved in trying to do something to counter it. Showcasing diversity in imagery is vital across the board and particularly in whisky to counter the white, old man elitist energy it still often displays.
“Whisky is delicious and varied, the process is fascinating and the people involved in its making have stories for days, which as a photographer is wonderful. So I’m all for helping dispel archaic ideas of who whisky should be drunk by and pushing against the system. It’s beyond time that these attitudes change.”
The first ‘Modern face of Whisky’ collection, shot in collaboration with Australian photographer Jo Hanley, has so far attracted 4.5 million views and 40,000 downloads, with the images featured in both print and digital.
The image library has been backed by 13 leading whisky producers who have united in support of the OurWhisky Foundation’s ambition to provide a more accurate illustration of today’s whisky drinkers. They include: Glenfiddich, Bacardi, Beam Suntory, Distill Ventures, The Glenlivet, Brown-Forman, Whyte & Mackay, Glenmorangie, Diageo, Heaven Hill, Edrington, Compass Box and The Glenturret.
Whisky expert and founder of the OurWhisky Foundation, Becky Paskin, said: “It’s been a privilege to work alongside Christina for the Modern Face of Whisky’s second collection. Christina shares our vision to evolve whisky’s image as a masculine drink into something anyone of any legal drinking age, gender or race can enjoy. Her beautiful photographs demonstrate the wonderful ways whisky can be enjoyed over the festive season, whether during a quiet, contemplative moment beside the fire, alongside a delicious festive spread, or as part of New Year celebrations with friends.
“We also wanted to address the stereotype of whisky being a gift for men at this time of year, by portraying the suitability of the spirit as a perfect present for female whisky lovers too.”
The Modern Face of Whisky stock image library is available on Pixabay, Pexels and Unsplash, as well as on the OurWhisky Foundation’s website.
