If you aren’t familiar with an initiative called Women & Whiskies, here’s a little background: Launched in 2010 through Campari America, Women & Whiskies is a platform for females only to get together and chat about whiskey, sample different products and learn about different whiskey producing regions and styles.
Expanding the program into seven markets in the United States this year, Campari America recently invited a group of female editors to experience what Women & Whiskies is all about.
The evening started in the intimate setting of Raines Law Room, a speakeasy-style spot in Manhattan with sex appeal, where a group of six food and beverage media professionals sampled cocktails from the establishment’s head bartender Meaghan Dorman (also recent winner of the Metropolitan Opera’s Macbeth Mixology Contest in March).
On the cocktail menu: Lion’s Tail (2 dashes Angostura bitters, 1 ounce lime juice, 1/2 ounce simple syrup, 1/2 ounce all-spice dram, 1.5 ounce Wild Turkey 81 bourbon; shake with ice and strain into cocktail glass), and Imperial Court (2 dashes of mole bitters, 1/2 ounce apricot liqueur, 1 ounce crema de mezcal, 1.5 ounce Yamazaki 12 year; build in rocks glass, add ice, garnish with orange twist).
From there it was off to Rye House across the street for a sampling of whiskies from the Campari America portfolio—Auchentoshan Lowland Single Malt Scotch Whisky (Scotland), Bowmore Islay Malt Scotch Whisky (Scotland), Hibiki Japanese Blended Whisky (Japan), Wild Turkey 81 (U.S.)—with small bites like Fried Pickles, “Dale’s” Truffle Beer Cheese, Truffle Grilled Cheese and Sloppy Joe Sliders with Kobe beef.
The idea is to get women together in an environment where they not only can learn about whiskey, but also gain confidence to order a whiskey cocktail or a whiskey, period, at a bar.
It’s been in the headlines for some time now that brown spirits are on the rise with more and more consumers taking to whiskey, bourbon and scotch, and as a result, the industry has seen some innovation in the category.
Wild Turkey 81 and Wild Turkey Rye, for example, are two new expressions this year from Campari America. Jim Beam has introduced some flavor extensions of its Red Stag Black Cherry including Honey Tea and Spiced. Jack Daniel’s also has joined the flavor trend with its Tennessee Honey last year.
It’s funny to me how when I order a whiskey or bourbon cocktail at a bar I still get a surprised look from a nearby male, or when dining out, the waiter or waitress assumes the dark spirit cocktail is for the male at the table.
This time around though, it was just a group of women sipping on whiskey.