Ms. Malt

Woman with Whisky

[Ms. Malt @ms_malt]

@DistillaSean I can help if you're still needing it :)

[Ms. Malt @ms_malt]

@BanksClan @annablightman @BeckyPaskin @ourwhisky But the research shows that men can see themselves in the ads - 228% more than women, at least on insta. Would it be so awful to even out those numbers?

[Ms. Malt @ms_malt]

@Pappyo @annablightman @BeckyPaskin @ourwhisky Perhaps it's because it's easier to sell to an established whisky-drinking cohort rather than changing their marketing to appeal to new buyers from outside of that demographic. Perhaps large distilleries don't want to alienate their core buyers by using more inclusive advertising

[Ms. Malt @ms_malt]

@annablightman @BeckyPaskin @ourwhisky It has an impact though, particularly with new consumers. Male dominated imagery only reinforces the view that whisky is a 'man's drink' and has the potential to alienate female consumers - if she can't see herself in the ads, why should she spend money on it?