With a legacy of breaking conventions, The Glenlivet is on a mission to change the outdated stereotype of the whisky drinker – one image at a time. #BreakTheStereotype celebrates diversity and representation within whisky – the first in a series of preconceptions the original Speyside single malt is challenging head on. The Glenlivet is infiltrating internet search engine algorithms by flooding the internet with images of the modern-day whisky drinker and, from 13th – 19th June, is launching a pop-up serving free Scotch-based cocktails in exchange for pictures of real-life whisky fans.
For far too long, the thought of whisky being enjoyed exclusively by middle-aged, white men has dominated pop culture. A perception so widespread, you only need to look at the results for ‘whisky drinker’ on Google Images™ search service – a disproportionate number of white men over any other gender or ethnicity. However, research conducted by Pernod Ricard* shows that the modern whisky drinker has evolved, with a third of whisky drinkers globally being women.
The Glenlivet is challenging this cultural norm through the #BreakTheStereotype campaign and encouraging whisky drinkers to support its mission. Whisky fans are invited to visit the #BreakTheStereotype pop-up bar at Coupette in Bethnal Green in London from the 13th – 19th June. Guests posting a photo of themselves with a single malt cocktail from the #BreakTheStereotype menu on social media with the hashtag, will enjoy a free drink. Whether you’re new to the spirit or an expert-level imbiber, join The Glenlivet to show the true diversity of the modern whisky drinker in all its beauty.
The Glenlivet has partnered with Coupette to create a bespoke #BreakTheStereotype menu, featuring four whisky-based cocktails that reflects people’s contemporary and eclectic tastes. With twists on original cocktails, such as the ‘Banana & Coffee Manhattan’ that uses The Glenlivet Caribbean Reserve, mixed with acidified bold brew coffee, banana bread distillate and banana syrup – through to tipples such as the ‘Modern World’, which combines The Glenlivet Founder’s Reserve, tarragon absinthe, pink grapefruit soda and re-constructed lime for a long, refreshingly citrus and herb sip.
A portion of proceeds from each cocktail purchased beyond the complimentary drink will be donated to Equal Measures, an organisation founded to deliver greater equity for ethnic minorities and marginalised groups in hospitality. The Glenlivet is also supporting Equal Measures through its Education and Mentorship Scheme by providing up to 30 participants from BAME and marginalised communities with access to qualifications, mentorship and opportunities that will enable them to challenge the biases they encounter with a wealth of experience, knowledge, and connections.
To change preconceptions in the digital world, The Glenlivet is infiltrating search engine algorithms, purposefully planting images to change the visual landscape. Now, when searching ‘whisky drinker’ using Google Images™ search service, the user is greeted with a colourful montage as unique and diverse as real whisky drinkers in 2022.
Like traditions, stereotypes are made to be broken. #BreakTheStereotype is running from 13th – 19th June at Coupette. To redeem a complimentary cocktail featuring The Glenlivet, simply visit Coupette, choose a cocktail from the #BreakTheStereotype menu, and upload a picture holding the drink along with #BreakTheStereotype and @theglenlivet.
For more information about the #BreakTheStereotype campaign please visit https://www.theglenlivet.com/break-the-stereotype/
