Whisky brand Glenlivet has unveiled its #BreakTheStereotype diversity campaign in a bid to change ‘the outdated’ stereotype of the whisky drinker one image at a time.
The initiative will see the whiskey brand infiltrate search engine algorithms and purposefully plant images to change the visual landscape on Google Images search service.
“For far too long, the thought of whisky being enjoyed exclusively by middle-aged, white men has dominated pop culture. #BreakTheStereotype celebrates diversity and representation within whisky – the first in a series of preconceptions the original Speyside single malt is challenging head on,” Glenlivet said.
The photos, captured by Ugandan-British photographer and director Danny Kasirye and queer Chicanx artist and photographer Devyn Galindo, aim to challenge the ‘cultural norm’.
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“This campaign continues The Glenlivet’s pioneering heritage and shows that we will never be held back by limiting preconceptions. We know there is a diverse range of whisky fans across the globe and that continues to grow – yet the old stereotype surrounding whisky remains. Time for us to change that,” The Glenlivet & Single Malts at Pernod Ricard global marketing director, Miriam Eceolaza, said.
As well as this stigma-breaking initiative, Glenlivet has partnered with Equal Measures an organisation that promotes equity for ethnic minorities and marginalised groups in hospitality. The partnership will see the whisky brand support the organisation in delivering an education and mentorship scheme.
Eceolaza added: “It’s critical that we do our part to better represent today’s whisky drinker and our partnership with Equal Measures will help accelerate change for the better. ‘#BreakTheStereotype celebrates The Glenlivet’s passion for challenging
conventions and continues the innovative and original thinking of our founder, George Smith.”
Equal Measures founder Deano Moncrieffe concluded: “We’re delighted to be announcing our partnership with The Glenlivet for the launch of #BreakTheStereotype, and especially to be working with a company that shares our values, and the vision that became Equal Measures. We hope to make the drinks and spirit industry a more welcoming and inclusive place, for not only those who work within bars, but at every level of the drinks industry.”
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