Women take to whisky as drink of choice

Whisky – once the preserve of old men and even older gentlemen’s clubs – is finding fresh popularity among women fed up with being patronised with colourful cocktails and pre-mixed drinks in pretty bottles.

“Women are tired of being infantilised when it comes to their drinks,” said Daniela Walker, food and drink specialist at trend forecasting company The Future Laboratory.

“What we are actually finding is that women want their palates to be tested just as much as men. Millennial women in their late 20s and early 30s are embracing whisky as their drink of choice.”

Women now make up 37 per cent of whisky customers in the US and nearly a third of whisky drinkers in the UK are now female, according to Future Laboratory research. The trend is also noticeable in Australia, where consumption rates of whisky have increased by more than 50 per cent in younger people in the past five years, according to Roy Morgan research.


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