Wednesday, December 4, 2013

I am a real whisky woman, are you??

After losing my shit over twitter yesterday at one, yes one of the many whisky companies using social media to market their wares I received many comments as well as many retweets at how frustrating it is to watch the marketers totally overlook the real women of whisky! By the way, that is a real ad, google whisky woman and that's what appears!?  Sigh...

So what is a real whisky woman: She is educated. A recent pole I did showed that on average she is a university graduate who is about 35-55 years old AND the kicker: She spends (that's disposable income, Mr. & Mrs. Marketing person) about $200 month on whisky. Yes, almost $2500/year on whisky.  So... why? Why is this demographic not tapped into? Why are marketing people not "getting" that? 
Hi, like I'm Jessie!?
Why are they targeting the 20's something college cutie who likes to drink a nice spiced cinnamon whisky liqueur? Because that's what is HOT right now. Droves of young women rushing to their liquor store buying flavored whisky liqueurs. It's cheap and it doesn't taste like whisky but it sure has the appeal of drinking something "whisky'ish" doesn't it? Seems to me that marketers think these women are using this as a stepping stone into the whisky field: "It's the next logical step, isn't it? They like flavored whisky so it only makes sense they will move to whisky, right?" I think that's where they are wrong. This is a trend. Vodka was a trend as were fruity coolers and martinis. Makes money NOW... but eventually they fizzle out. Real whisky women are still too small of a demographic for big corporate businesses to waste their time on. How sad because whisky drinkers, "real ones" stay with this choice for years, most of their lives in most cases. And in passing:  Not ONE woman I know that drinks whiskies started by drinking flavored whisky liqueurs. NONE! Wouldn't it make sense to market to the younger demographic and keep them for most of their lives?

GENTLEMEN, DRINK EM IF YOU GOT EM
It appears to me that the marketing scheme for most of the these brands is men = aged, smart, dashing and sophisticated.  Women = Sexualized to lure men or "booth bunnies".

But hell what do I know, I'm not in marketing?

This came to mind last night as I made supper and sipped at a whisky. It's a bit of a take on the I am canadian rant...

  • Hey, I'm not a vodka, rum or wine drinker... And I don’t drink vanilla, honey or cherry flavored liquors, BUT I’m certain all those girls are really nice.
  • I use a Glencairn, rocks or Copita glass... And yes sometimes I do like it with water or even ice, BUT if I ask for it neat I expect you’ll know what that means.
  • I will articulate what I detect when I am nosing & tasting... AND I can tell the difference between an Islay and a bourbon BUT I believe there is no such thing as a feminine whisky. 
  • I go to shows and events for the sheer pleasure of enjoying the whisky... And I really don’t need your help picking something out at the bar BUT I might I ask for your recommendation.
  • I am your mom, daughter, sister or friend... AND I am young, old, wise, classy and very intelligent BUT I assure you I know whisky because:
I am a real whisky woman

Ok, I got that out of my system...   So, my next idea:  Let's make a video about that little rant, shall we?  Can you say "viral"    :)

The real Canadian Whisky Lassie,

Courtesy of :  It's just the booze dancing - Angelo



18 comments:

  1. That was NEAT, and I know that you know what that means.
    -Bob C

    ReplyDelete
    Replies
    1. I should take another photo of "aunties".... REAL WOMEN!!! neat indeed. hehe

      Delete
    2. If you want to put together a Real Women Drink Real Whisky video, I'm sure I could persuade Jory to record the Aunts sipping their favorite drams. Hey, they've done crazier videos for him. Put out the call to all your real whisky drinking women and edit them all together.
      -Bob C

      Delete
    3. I think I am...! What I'd really like if you can talk them into it video taping several parts of that little "rant poem" up there. So as an example, shoot video of them sitting at the table: Dot says into the camera in a very stern voice: But I assure you I know whisky. And then Cis says in a really serious voice: I am a real whisky woman and they both sip, pose and drink their whisky... Be creative, pick any of the those and do whatever you like. I'd love to have them in the "mash", that's for sure!!!! My lovely grand dames ride again, hehe

      Delete
    4. The Aunts are up for it and Jory said he'd shoot it. He's in Chicago right now but maybe next weekend.

      Delete
  2. Thumbs up! The whisky world needs more women!

    ReplyDelete
    Replies
    1. Agreed and I truly feel that if marketing showed what REAL whisky women look like you would see a huge jump in the demographics! It's coming, I know it... :)

      Delete
  3. We can't afford marketing "expertise" and have to rely on our own experience interacting with customers. We have found that our best customers are, as you suggest, educated, between 35-55, and have disposable income that they spend to enjoy good whisky. And you know what? This applies to men AND women. We simply don't think about the sex of our customer, but stick to the real target demographic, as you have so accurately described.
    B&B
    Still Waters Distillery

    ReplyDelete
    Replies
    1. I couldn't agree more which is why marketing should simply have "people" from all age demographics. Men, women old and young enjoying a whisky. Plain and simple. Thank you!

      Delete
  4. Whisky marketing is so full of bull shit in general, why should it differ when it includes or target women?

    ReplyDelete
  5. Some of it is, I agree so why not be the first who doesn't? Am I too believe that the only men that like drinking whisky wear ascots, blazers and like to lear at a woman in a low cut dress. Or that only young & cute frat girls drink? Come on... this is the 21st century, someone out there must want to do better? Whatever company is the first to market to smart, older women is going to make a fortune on their products! BRAND LOYALTY...

    ReplyDelete
  6. And targeting flavoured whisky at 20-something women in the hopes of catching a tiny bit of the market share now, as opposed to targeting women who enjoy whisky in its purer form and aren't likely to switch (a stable market) is nothing compared to how some companies use women to advertise whisky to their male target demographic...take the whole G-Spirits issue last year, as an example: http://www.gspirits.com/en/about-us (and this link is NSFW...it could also be seen as somewhat offensive...).

    I think David Driscoll did a pretty good job looking at the JW marketing campaign that used Christina Hendricks in order to latch onto the Mad Men band-wagon (which is here: http://spiritsjournal.klwines.com/klwinescom-spirits-blog/2013/5/20/mad-man-walker.html).

    ReplyDelete
    Replies
    1. Well said... thanks for sharing the links Dan.

      Delete
  7. How can I become a Whisky Woman too? I wanna join the club! Also, when I Google Image "whisky woman" I get a lot of Christina Hendricks, weird "sexy" whisky ads, Allison Patel and passed out drunk girls. None of what I'm writing is relevant in any way.

    ReplyDelete
    Replies
    1. Well at least I can rely on your expert opinion on writing irrelevant stuff Tom, hehehe.... Thanks... I think... :)

      Delete
  8. Brilliant post. I entirely agree. I'm almost exactly central in your suggested age demographic and I can't stand liquours. My husband does't like whisky, so I buy the what I like, which happen to be peated, smokey ones. When I tell people I'm a member of Stroud Whiskey Club, many people seem surprised that a women would drink it! Over here, in the UK, whisky gets promoted as a gift for Father's Day, but not for Mother's Day! I'd be thrilled if my son bought me a good single malt as a gift.
    We will keep fighting the good fight and promoting whisky as a drink for anyone.

    ReplyDelete
    Replies
    1. Amen whisky sister! Now, are you in for the video! :)

      Delete
  9. Well said Johanne. What always surprises me is how these things still don't change as much as they should over the decades. There are some ads I've seen from the 1970s that make me laugh for how 'outdated' they are, before I remember that a lot of this stuff still goes on. What I will say though is that us ladies can sometimes be our own worst judges, as always, and often find more often that it is women that are surprised that I drink such a 'male' drink as whisky. So I think attitudes need to change across the board. And, yes, video indeed ;)

    ReplyDelete