TDC CALENDAR: MARCH 2021
inspiration:
The drinks industry is often seen as a boys’ club, especially spirits production. In honour of International Women’s day on 8th March, we’re spotlighting three liquids made by women who have taken – and continue to take – great steps to balance our world for the better.
THE DRINKS 🥃
Dram 1: The Macallan Edition Number 5, created by Sarah Burgess
“We can find much common ground between whisky making and colour creation and with Edition No.5 we have been able to explore and celebrate these two art forms.” - Sarah Burgess, Lead Whisky Maker, The Macallan
As the world’s premier premium whisky brand, The Macallan approaches every task with the upmost planning and attention to detail, guaranteeing beautiful results. And this dram from Lead Whisky Maker Sarah Burgess is no exception.
Created in collaboration with Pantone Color Institute™️, The Macallan Edition No.5 is an homage to ‘the diversity and complexity of The Macallan’s natural colour’, which is exclusively shaped by maturation in the very best casks (never added). We thought it was the perfect dram to highlight the quality of spirit created by the Sarah, who has been part of the brand’s progressive Whisky Mastery Team since 2017, with its equal 50/50 split of male and female experts.
We’re proud to have worked with The Macallan on several projects over the years. Sarah and the team are true trailblazers, and proof that the future is female (or at least equal) when it comes to whisky.
Dram 2: Benriach The Smoky 12, created by Rachel Barrie
“When I started in the industry I was the element of surprise at tastings – a young female conducting a tasting, how dare she? Whereas now there are 19-year-old female whisky drinkers really into it […] In New York I had 150 women aged under 40 in one room enjoying whisky, and that never would have happened before. As an industry we are making whisky accessible for more people and the demographic will continue to widen and get more women into it.” – Dr. Rachel Barrie, Master Blender, Benriach (speaking to The Spirits Business in 2013)
We recently had the pleasure of working with Benriach to develop a series of serves that show off the new brand revamp, specifically Benriach 10 and Benriach The Smoky 10. Relaunched under the wholly appropriate campaign title, ‘A World of Flavour’, Rachel’s creations flaunt the versatility and diversity of the Speyside single malt.
With input from Rachel herself on flavours that highlight the profile of her liquids, we explored Benriach’s World of Flavour with fun accompaniments such as rhubarb and custard sweets. As something of a pioneer in the industry, she’s been at the forefront of changing attitudes and opinions towards greater inclusivity. We think these expressions are testament not only to her years of experience, but also to a long overdue shift across the whisky industry and beyond.
Dram 3: Appleton Estate 250th Anniversary Rum (created by Joy Spence)
“As a female in the rum industry I have had many challenges. I had to work harder to gain recognition and experienced chauvinism in certain areas. I was carrying the weight for other females and so I had to make sure I was successful. Persons thought that I was a family member in order to have achieved the position, or was married to the owner.” – Joy Spence, Master Blender, Appleton
We didn’t want whisky to get all the attention – and how would we overlook a true titan of the industry, Joy Spence?! Paving the way for women the world over, she became the first female Master Blender in the spirits industry in 1997 when she was promoted from Chief Chemist at Appleton Estate. In 2005, her importance was recognised by the Jamaican government who awarded Joy the Order of Distinction in the Rank of Officer for her service to the rum industry,
We’ve chosen to highlight Joy’s part in the Appleton legacy through one of our favourite ever rums, the Appleton Estate 250th Anniversary Rum. Blended by Joy to honour of the 250 year history of the Appleton Estate, the sought-after 6000 bottle run was released in 1999 two years after her appointment as Master Blender.
HOW WE SHOT IT 📸
Who doesn’t love a bit of symbolism? We decided to play with light and levels to create a deceptively soft image, jam-packed with strong feminist cues. Arranged on a ladder to signify their precarious but sure ascent to the top of the industry, our ladies’ drams are surrounded by props that tell the story of women in drinks.
From red tape, roses, and chess’ most adaptable and formidable piece, to a bold red lipstick synonymous with defiance, empowerment and feminist chutzpah, we wanted our image to play on multiple levels of meaning. Just like the incredible women in our industry and the liquids they create, it’s full of surprises and unexpected nuances that combine to make something beautiful.