Image of typical Scotch drinker changing as women now partial to a dram

Whisky Month begins in Scotland this week and thousands of visitors will come from near and far to indulge in a range of events celebrating our national drink.

But with more and more people enjoying a dram or two, the image of a typical Scotch drinker is changing.

It seems the water of life is appealing to a more youthful market these days and its transformation is being spearheaded by women, who are now at the forefront of what was long considered to be a man’s world.

We spoke to some of those in the vanguard of whisky’s changing profile.

Watch almost any Hollywood film and there will be a scene showing a middle-aged bloke drowning his sorrows or raising a toast with a glass of Scotch.

It’s perhaps images like those that have resulted in the idea that whisky is a drink just for older men.

Try telling that to Lucy Whitehall, 27-year-old global brand ambassador for Famous Grouse and also a drammolier (the whisky equivalent of a sommelier).

Lucy has seen a definite change in clientele in her roles as she welcomes visitors from around the world and flies across the globe meeting whisky enthusiasts.

“There’s a new whisky market and we’re seeing more young people drinking whisky now, especially single malts,” she said.

“I think the reason for it is that in the seventies and eighties, people didn’t want to be drinking the same drink as their dad or granddad, so stayed away from whisky. But now it’s being discovered by people whose dads didn’t drink whisky.

“It doesn’t surprise me that women are finding that it appeals to them the sheer range of tastes means there’s something for everyone.

“You could drink a different whisky every day for years and still not try them all.”

Pery Zakeri, administrator of the Spirit of Speyside Festival and pictured below left, agrees.

“We’ve noticed our festival is now attracting more females and young people.

“I think more folk are getting into it because they appreciate the authenticity and craftsmanship, as well as the range of flavours no two are the same.”

At last year’s Spirit of Speyside Festival, there were people from more than 30 countries at events and women made up a third of attendees.

“We’ve tried to encourage that and this year we have some events exclusively for women and we’re also hosting the first International Women of Whisky Day,” explained 26-year-old Pery, from Aberlour.

Among those speaking at the event next Sunday will be master blender Angela D’Orazio from Mackmyra Distillery in Sweden and international brand ambassador for Chivas Brothers, Ann Miller.

But it’s not just about bringing people to Scotland to experience our whisky.

Travelling to foreign countries in her role has allowed Lucy to see how different cultures enjoy Scotch.

“In more obscure markets like Brazil and Taiwan it’s being discovered for the first time. In Brazil they drink it with coconut water and in Taiwan it’s enjoyed with green tea.

“In Bulgaria and parts of Asia it’s drunk by people in their twenties and thirties. Go into any bar or club and each table will have a bottle of whisky in the middle. It’s all about status and what bottle your group is drinking.”

Lucy, from Crieff, started working as a tour guide at the Famous Grouse Experience while she was studying at Dundee University. She loved the industry so much she decided not to pursue her degree in 3D animation.

“There’s a real buzz about the industry and so much to learn.

“I would be lying if I said I was a lover of whisky straightaway but I’ve developed a real taste for it.

“It’s such a romantic drink and the history of it really grabs you.”

Pery added: “Growing up in Aberlour, whisky is a massive part of our history and culture.”

Malcolm Roughead, VisitScotland’s chief executive, said: “Whisky is one of Scotland’s most valuable commodities and it’s fantastic to hear that events, tours and whisky experiences are now actively catering for a diverse range of enthusiasts.

“Widening the appeal of whisky amongst less traditional audiences is important if we want to encourage more visitors to Scotland, particularly during the Year of Food and Drink 2015.

“Whisky Month is a chance to showcase this vital industry and encourage visitors, whether they are whisky novices or aficionados, to join in the celebrations and develop a lasting appreciation for one of our culinary icons.”