Leah van Deventer
Leah van Deventer is a writer, educator, judge, and consultant. She is the Academy Chair for The World’s 50 Best Bars and founder of the Best Upliftment Initiative
As a journalist of nearly 20 years, I’ve witnessed the changing face of whisky up close. While progress has been achingly slow, there have been glimmers of hope — especially when brands make genuine, non-performative efforts to shift the dialogue towards inclusivity.
One such instance was at a recent luncheon I attended at Vue, in Cape Town, hosted by The Macallan Single Malt Whisky, one of the brands in Edrington’s portfolio.Three key women from the group had been flown in with the express purpose of engaging in conversation with local industry women: Diane Stuart, Whisky Maker; Elise Greene, Regional Senior Brand Manager MEAI; and Godelieve Crawford, Global Customer Engagement & Advocacy Manager.
Alongside me, The Macallan also invited members of the Sisterhood for Industry Support (SIS), a sorority I founded to uplift women across the South African drinks industry. While sipping excellent drams, we discussed the challenges women continue to face in whisky.
Certain moments stood out — like when Diane reminded us of the power of making your voice heard, saying, “You can impact how someone receives what you say to them as long as the things you’re doing are with good intentions. If something goes against my values, I will stand up for that and make that heard.”
Godelieve’s pragmatic advice also rang true when she observed: “You cannot control how someone else is going to react; you can only control yourself. Being open and honest, and bringing each other up, is key. Women who tear other women down usually do so out of deep-rooted insecurity.”
Elise summed up her own experience simply but powerfully: “Tenacity, positivity, and the strength of relationships are integral to everything.”
That women have to be tenacious to survive in the industry is not just anecdotal, it’s reality. According to the OurWhisky Foundation, 87 per cent of women working in whisky feel they experience more challenges than their male colleagues, while, incredulously, 81 per cent have been asked if they “actually like whisky.” Only 16 per cent think the industry is doing enough to change whisky’s masculine image.
In addition to OurWhisky, organisations like Whisky For Everyone and Women Who Whiskey — as well as my own initiative, SIS — are tackling these issues head-on through mentorship, networking, and educational initiatives. Together, we’re creating spaces where women can thrive and be seen.
Slowly, slowly, the industry is shedding its sexist past, with brands like The Macallan actively helping us rewrite the story. Together, we’re showing the world that whisky is not just for men, but for anyone who loves it — and that’s something worth raising a glass to.
Images by © Crave Concepts/Chantelle Horn
