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Why Whiskey Should No Longer Be Categorized As “A Man’s Drink”

Culture

I walk into a room full of men and I know exactly what they're thinking: "What does she know about whisky?"


I know this because many men have asked me that same question from the moment I started my career in spirits a decade ago.

In a male-dominated industry, I realized early on that I would always have to work harder than my male counterparts to prove my credibility, ability and knowledge in order to earn the trust of leadership stakeholders, coworkers, vendors and even consumers of our products. I am no stranger to hard work and appreciate that everyone needs to prove their worth when starting any career or role. What struck me however, was how the recognition and opportunities seemed to differ between genders. Women usually had to prove themselves before they were accepted and promoted ("do the work first and earn it"), whereas men often were more easily accepted and promoted on future potential. It seemed like their credibility was automatically and immediately assumed. Regardless of the challenges and adversity I faced, my focus was on proving my worth within the industry, and I know many other women were doing the same.

Thankfully, the industry has advanced in the last few years since those first uncomfortable meetings. The rooms I walk into are no longer filled with just men, and perceptions are starting to change significantly. There are more women than ever before making, educating, selling, marketing and conceptualizing whiskies and spirits of all kinds. Times are changing for the better and it's benefitting the industry overall, which is exciting to see.

For me, starting a career in the spirits business was a happy accident. Before spirits, I had worked in the hospitality industry and on the creative agency side. That background just happened to be what a spirits company was looking for at the time and thus began my journey in the industry. I was lucky that my gender did not play a deciding role in the hiring process, as I know that might not have been the case for everyone at that time.

Now, ten plus years later, I am fortunate to work for and lead one of the most renowned and prestigious Whisky brands in the world.. What was once an accident now feels like my destiny. The talent and skill that goes into the whisky-making process is what inspired me to come back and live and breathe those brands as if they were my own. It gave me a deep understanding and appreciation of an industry that although quite large, still has an incredible amount of handmade qualities and a specific and meticulous craft I have not seen in any other industry before. Of course, my journey has not been without challenges, but those obstacles have only continued to light my passion for the industry.

The good news is, we're on the right track. When you look at how many females hold roles in the spirits industry today compared to what it looked like 15 years ago, there has been a significant increase in both the number of women working and the types of roles women are hired for. From whisky makers and distillers to brand ambassadors and brand marketers, we're seeing more women in positions of influence and more spirits companies willing to stand up and provide a platform for women to make an impact. Many would likely be surprised to learn that one of our team's Whisky Makers is a woman. They might even be more surprised to learn that women, with a heightened sense of smell compared to our male counterparts, might actually be a better fit for the role! We're nowhere near equality, but the numbers are certainly improving.

It was recently reported by the Distilled Spirits Council that women today represent a large percentage of whisky drinkers and that has helped drive U.S. sales of distilled spirits to a record high in 2017. Today, women represent about 37% of the whisky drinkers in the United States, which is a large increase compared to the 1990s when a mere 15% of whisky drinkers were women. As for what's causing this change? I believe it's a mix of the acceptance of women to hold roles within the spirits industry partnered with thoughtful programs and initiatives to engage with female consumers.

While whisky was previously known for being a man's drink, reserved for after-dinner cigars behind closed doors, it is now out in the open and accessible for women to learn about and enjoy too.

What was once subculture is now becoming the norm and women are really breaking through and grabbing coveted roles in the spirits business. That said, it's up to the industry as a whole to continue to push it forward. When you work for a company that values diversity, you're afforded the opportunity to be who you are and let that benefit your business. Working under the model that the best brand initiatives come from passionate groups of people with diverse backgrounds, we are able to offer different points of view and challenge our full team to bring their best work forward, which in turn creates better experiences for our audience. We must continue to diversify the industry and break against the status quo if we really want to continue evolving.

While we've made great strides as an industry, there is still a lot of work to be done. To make a change and finally achieve gender equality in the workplace, both men and women need to stand behind the cause as we are better collectively as a balanced industry. We have proved that we have the ability to not only meet the bar, but to also raise it - now we just need everyone else to catch up.

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Business

My Untold Story Of Inventing the Sports Bra And How it Changed the World (And Me)

Following are excerpts from "Unleash the Girls, The Untold Story of the Invention of the Sports Bra and How It Changed the World (And Me)" By Lisa Z. Lindahl


There is an idea that has popped up everywhere from Chaos Theory to Science Fiction and New Age memes known popularly as the "Butterfly Effect." Simply put, it is the notion that one very small thing—the movement of a butterfly's wing say, or the ripple in a lake caused by a pebble being thrown into it—can cause tremendous effect far away: the butterfly's wing a tornado, the ripple a large wave on a distant shore. Cause and effect, does it have limits? The field of physics is telling us that it takes only observation to bring a thing into being. We cannot consider these areas of investigation and not acknowledge that everything—everything—is in relationship in some way or another with everything else.

So, it is evident to me that commerce of any kind is, also, just about relationships. It all boils down, on every level to this simplicity. While we usually think of relationships as occurring between people—it is far more than that.

I used to teach a course in entrepreneurship specifically for women in The Women's Small Business Program at Trinity College in Burlington, Vermont. I made this concept of relationship and its importance central in how I taught the marketing thought process. I would stress that for a product or service to be successful, it had to meet a perceived need. There is a need, and it wants to be met; or it may be thought of as a problem to be solved. Or there may be an existing solution that is less than adequate.

For example: In my universe as a runner there already were a plethora of bras available, but they were inadequate for my purpose. The relationship between my breasts, my running body, and my bra was creating discomfort and distraction. A new solution had to be found, the relationship occurring when all these things came together had to be fixed. Utilizing this point of view, one sees a set of issues that need to be addressed—they are in relationship with each other and their environment in a way that needs to be changed, adjusted.

Nowhere is this viewpoint truer than in business, as we enter into more and more relationships with people to address all the needs of the organization. Whether designing a product or a service or communicating with others about it—we are in relationship. And meanwhile, how about maintaining a healthy relationship with ourselves? All the issues we know about stress in the workplace can boil down to an internal balancing act around our relationships: to the work itself, to those we work with, to home life, friends and lovers. So quickly those ripples can become waves.

Because Jogbra was growing so quickly, relationships were being discovered, created, ending, expanding and changing at a pace that makes my head spin to recall. And truly challenged my spirit. Not to mention how I handled dealing with my seizure disorder.

"My Lifelong Partner"

Let me tell you a bit about my old friend, Epilepsy. Having Epilepsy does not make any sort of money-making endeavor easy or reliable, yet it is my other "partner" in life. Husbands and business partners have come and gone, but Epilepsy has always been with me. It was my first experience of having a "shadow teacher."

While a child who isn't feeling she has power over her world may have a tantrum, as we grow older, most of us find other more subtle ways to express our powerfulness or powerlessness. We adapt, learn coping mechanisms, how to persuade, manipulate, or capitulate when necessary. These tools, these learned adaptations, give a sense of control. They make us feel more in charge of our destiny. As a result, our maturing self generally feels indestructible, immortal. Life is a long, golden road of futures for the young.

This was not the case for me. I learned very early on when I started having seizures that I was not fully in charge of the world, my world, specifically of my body. There are many different types of epileptic seizures. Often a person with the illness may have more than one type. That has been the case for me. I was diagnosed with Epilepsy—with a seizure type now referred to as "Absence seizures"—when I was four years old. I have seen neurologists and taken medications ever since. As often happens, the condition worsened when I entered puberty and I started having convulsions as well—what most people think of when they think of epileptic seizures. The clinical name is generalized "Tonic-clonic" seizures.

In such a seizure the entire brain is involved, rather like an electrical circuit that has gone out as a result of a power surge. I lose consciousness, my whole body becomes rigid, the muscles start jerking uncontrollably, and I fall. Tonic-clonic seizures, also known as "grand mal" seizures, may or may not be preceded by an aura, a type of perceptual disturbance, which for me can act as a warning of what is coming. The seizure usually only lasts for a few minutes, but I feel its draining effects for a day or two afterwards. Although I would prefer to sleep all day after such a physically and emotionally taxing event, I have often just gotten up off the floor and, within hours, gone back to work. It was necessary sometimes, though definitely not medically advised. I'm fond of saying that having a grand mal seizure is rather like being struck by a Mack truck and living to tell the tale.

Having Epilepsy has forced me to be dependent on others throughout my life. While we are all dependent upon others to some degree—independent, interdependent, dependent—in my case a deep level of dependency was decreed and ingrained very early on. This enforced dependency did not sit well with my native self. I bucked and rebelled. At the same time, a part of me also feared the next fall, the next post-convulsive fugue. And so I recognized, I acquiesced to the need to depend on others.

The silver lining of having Epilepsy is that it has introduced me to and taught me a bit about the nature of being powerless—and experiencing betrayal. I could not trust that my body would always operate as it should. Routinely, it suddenly quits. I experience this as betrayal by my brain and body. It results in my complete powerlessness throughout the convulsion. Not to mention an inconvenient interruption of any activities or plans I might have made.

Hence, I am the recipient of two important life lessons—and I was blessed to have this very specific and graphic experience at a young age. It made me observant and reflective, giving me the opportunity to consider what/where/who "I" was. I knew I was not "just" my body, or even my brain.

So, who or what did that leave? Who, what am I? Much has been written about trauma, and about near-death experiences, both of which seizures have been classified or described as. I won't delve into that here except to say that experiencing recurrent seizures and the attendant altered states of consciousness that sometimes accompany an episode (the euphemism for a seizure) changes one. It deeply affects you. It is both illuminating and frightening. It opens you up in some ways and can close you way down in others. For me it made it easy to consider the possibility of other ways to perceive, of other realms. And as an adult I became interested in quantum physics, where Science is pushing and challenging our long-held perceptual assumptions. Me, who was poor in math and disinterested in Science while in school! So if not merely body and brain, who am I? Spirit. And with Epilepsy's tutelage, I was encouraged to question, seek, try to understand what lies beyond.

Living with Epilepsy has also given me great strength. In realizing the futile nature of trying to have "power over" Epilepsy, I developed a deep well of "power within"—that inner strength that comes in the acceptance of that which one cannot change—and looking beyond it.

Through my experience building the business of Jogbra with the unique lens afforded me by my Epilepsy partner, I came to understand more fully the nature of power and what it means to be truly powerful.

Specifically, that having power and exercising it is not simply a manifestation of the ego. It need not be "power-tripping." It is how I wield my power that matters, making the all-important distinction between creating a situation of power over, power with, or empowering and having and creating strength in oneself and others.

Being powerful is a big responsibility.

To put all this another way: do I choose to create situations in which I am able to wield power over others? Or do I choose to empower others, sharing my strengths with them, while nurturing their strengths as well? The first is not true power. It is control. The second I believe to be the essence of true and positive power: strength. And integral to creating a more harmonious world, oh by the way.

While this may be apparent, even basic to others, it was an "aha!" moment for me. Too often in the years ahead I would give away my power and question my own strengths,. Time and again, however, my inner strength, my shadow teacher's gift, helped me survive and thrive until I could take responsibility for and embrace more fully my own power.

© Lisa Z. Lindahl 2019