Emily Stockden, COO of the FNB Whisky Live Festival, stated that in South Africa, drinking whisky is seen as an act of empowerment.
“While many feel that ordering a whisky at a bar is a masculine act, the simple fact that more women than ever are taking the initiative and ordering their own whiskies means that South African sisters really are doing it for themselves,” she said.
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According to Stockden whisky appeals to professional women, aged 25 to 35. These women can be described as up-and-coming, trendy, brand conscious and willing to experiment.
“I find female whisky drinkers are a lot less whisky brand loyal and [more] willing to try new things than perhaps their male counterparts might be.”
Whisky is produced in various parts of the world such as Scotland, Japan, Taiwan, South Africa and Germany, and offers consumers a unique experience while catering to different palates.
“There is the perception that women prefer flavoured whisky and there is a market for them because we are seeing more and more whisky brands producing flavoured whiskies,” said Stockden.
“Women in general when they first start enjoying whisky prefer the sweeter cherry craft whiskies."
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There are many ways to enjoy whisky rather than simply having it neat or on the rocks.
“As taboos around mixing whisky with other less hallowed substances come full circle and are yet again removed, we’re finding different ways to enjoy whisky, while returning to vintage favourites like the Old Fashion, the Manhattan and the Mint Julep,” said Stockden.