If you track back through the history of an iconic whisky maker such as Glenfiddich, you’re often struck by the passion for innovation as much as the product itself. That desire to redefine the landscape is something that has led to Glenfiddich’s ‘Women in Whisky’ season, set to continue with the launch of its “Where Next?” campaign.
Single Malt Whisky has long been a territory dominated by men but the brand famously represented by the Stag—on account of their presence near the distillery—has flipped the script, partnering with 25 trailblazing female industry leaders (the most exciting beverage managers, GMs, and F&B directors, to be revealed very soon) who have created inspired menus forged in the fires of their own experiences.
At the heart of the campaign is a passion to dismantle the preconceptions and stereotypes surrounding gender bias when it comes to whisky. A desire to call time on the tired notion of a mean and moody Old Fashioned for the gentleman, and something in a pink glass for the lady.
With that in mind, each industry expert has drawn from their passions to craft three unique cocktails using Glenfiddich’s famed 12, 15, and 18 Editions. Their creations will then carry the campaign title, their own name and the brand logo, and be showcased across some of the most celebrated venues in Dubai.
The signifier of any successful brand is its ability to evolve and move smoothly with the times. By Glenfiddich’s desire to represent the diversity of modern life—and contemporary bartending society in particular—it helps to reshape the industry in an era of openness and inclusivity. Something we should all raise a glass towards.
Creating a game-changing space that resonates with male and female connoisseurs alike, is whisky’s future. One where we’re not just guided by the question of ‘where we are’, but by the promise of ‘Where Next?’. It’s something that will undoubtedly form an integral part of the Stag’s rich and indelible legacy for years to come.
To join the celebration—and have the chance to win a bottle of the extraordinary Glenfiddich—share your unique whisky cocktail creations by tagging @mavericks.DXB #WhereNextDXB.