When I decided to pursue a career in whiskey, I knew it might be an uphill battle. The spirits industry has a competitive edge and being a female in a male dominated space, I knew I needed to be ready to take on the competition. I never set out to be the first female ambassador for The Macallan Single Malt Scotch, but as I pursued my career with unrelenting passion and knowledge, I was able to land my dream job in 2016.
Today, one of the biggest challenges I face in my role is changing the fundamental stereotypes in society that have developed overtime and are now ingrained in our culture. For many years, whiskey advertising was solely targeted towards a male audience and it was widely assumed that men were at the forefront of whiskey drinkers. However, throughout my career this has steadily changed as more women have expressed their curiosity and interest in whiskey.
Not only are more women entering the spirits industry professionally, but there is also a rise in female whiskey drinkers. This is supported by female led groups like 'Women Who Whisky' and 'Women of the Vine' that break down barriers within the male dominated alcohol industry.
As the number of female led whiskey brands grow, it gives women the chance to learn and develop their passion within a like-minded community which then paves the way for women to pursue a career within this category.
My own journey started in 2006, when I moved from London, England to Louisville, KY. As the birthplace of bourbon, it was hard not to embrace the Kentucky's indigenous brown spirit and the culture established around it. I learned to drink and appreciate whiskey in a society where it was almost rude not to. Thanks, Kentucky.
As my passion grew, I became fascinated with the history, heritage and tradition and was eager to learn more. Originally born in Scotland, my family has a deep-rooted love for Scotch so it wasn't long before I discovered and fell in love with the amber nectar of my homeland.
When entering the industry I was inspired to see so many strong, intelligent women leading the way. Today, I am proud to say I am part of this movement to revolutionize the industry, by making whiskey more accessible to women and by empowering them with the knowledge and confidence to push back on antiquated stereotypes. It's exciting to see the culture of whiskey changing before my eyes. Throughout my time in this business, I have continued to see more women who have never tried whisky before attending events as they are eager to learn more and experience whiskey in a new way.
The stereotype that women are less informed about whiskey than men is, surprisingly, still an obstacle that I continue to battle. When I first began working in the whiskey world, it was immediately apparent that I had to work harder to prove myself. I wanted to be an expert, which meant dedicating myself to absorbing every bit of information I could. I started with learning how to differentiate one whiskey expression from another using the color, tasting notes and smell. I researched what made each whiskey truly unique - where they matured their whiskey? How they matured it? What was the process? What was the difference between a whiskey that matured in sherry casks versus American bourbon casks? The more I learned, the more my confidence grew. The stories behind the whiskey and process of how the spirit is made is truly magical, but it wasn't until I started working in the industry that I could really see the craft, dedication and relentless obsession to quality that goes into creating the most admired Single Malt Scotch Whisky in the world.
Through my role I'm able to share a depth of knowledge that will help educate both men & women while dispelling the notion of whisky being 'a man's drink' and that is something I really enjoy.
Recruiting new consumers into the whiskey category, particularly women, comes with its own challenges, not because they're intimidated by whisky, but because they're also intimidated by men who tell them they don't know what they're doing.
One strategy I love that makes whiskey more approachable is to pair it with something familiar. Most people don't know this, but whiskey actually pairs better with cheese than wine does. This takes a well-known occasion - wine and cheese - and puts a whiskey spin on it.
Whiskey and cheese works so well because whiskey has a higher alcohol content than wine, which allows for the rich characteristics of the spirit to bring out the bold flavors of the cheese. Flavor profiles that often get overlooked when pairing with wine or beer, shine through when paired with whiskey. And it's simple! Anyone could set this up at home for a gathering. It's also subjective, so you don't have to be an expert to pick your favorite pairs.
Finding new avenues and experiences to introduce whiskey to any consumer that's standoffish is a struggle. But empowering people, especially women, to feel comfortable going up to a bar and ordering a whiskey is truly what makes me love the work I do. My job affords me the opportunity to share knowledge, despite being a female in a male-dominated space, and allows for me to champion other women, both in the industry and outside the industry looking to break in.
We need to be the change we want to see. We are continuing to see more and more women establish themselves as leaders within the category and if the advice I can share about my journey and the obstacles I've faced can help encourage other women to join in, than that's all I can ask for. I am truly proud of how far I've been able to come in the industry and will continue to push not only my fellow females to think bigger but will challenge society to as well.
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I have always been in love with all things art- I was obsessed with drawing and painting before I was even walking. In high school, I started a career selling art through various gallery art shows and on Etsy. I then went on to study fine arts at the University of Southern California, with an emphasis in painting, but took classes in ceramics, printmaking, cinema and architecture to get a really well-rounded education on all sorts of art.
During my senior year of college, my career path went through a huge transition; I started my own temporary tattoo brand, INKED by Dani, which is a brand of temporary tattoos based on my hand-drawn fine art designs.
The idea for the brand came one night after a themed party at college. My friends, knowing how much I loved drawing, asked me to cover them in hand-drawn doodles using eyeliner. The feedback from that night was overwhelming, everyone my friends saw that night was obsessed with the designs. In that moment, a lightbulb went off in my head... I could do some completely unique here and create chic temporary tattoos with an art-driven aesthetic, unlike anything else on the market. Other temporary tattoo brands were targeted to kids or lacked a sleek and millennial-driven look. It was a perfect pivot; I could utilize my fine arts training and tattoos as a new art medium to create a completely innovative brand.
Using the money I made from selling my artwork throughout high school and college, I funded the launch of INKED by Dani. I had always loved the look of dainty tattoos, but knew I could never commit to the real thing, and I knew my parents would kill me if I got a tattoo (I also knew that so many girls must have that same conflict). Starting INKED by Dani was a no-brainer.
I started off with a collection of about only 10 designs and sold them at sorority houses around USC. Our unique concept for on-trend and fashion-forward tattoos was spreading through word of mouth, and we quickly started growing an Instagram following. I was hustling all day from my room, cold calling retailers, sending blind samples and tons of emails, and trying to open up as many opportunities as I could.
Now, we're sold at over 10,000 retail locations (retailers include Target, Walmart, Urban Outfitters, Forever 21 and Hot Topic), and we've transformed temporary tattoos into a whole new form of wearable art.
My 4 best tips for starting your own business are:
- Just go with your gut! You'll never know what works until you try it. Go day by day and do everything in your power to work toward your goals. Be bold, but be sure to be thoughtful in your actions.
- Research your competitors and other successful brands in your category to determine how you can make your product stand out. Figure out where there is a need or hole in the market that your new offering or approach can fill.
- Don't spread yourself too thin. Delegate where possible, and stay focused each day on doing the best and most you can. Don't get too caught up in your end goal or the big picture to a point where it overwhelms or freezes you. You're already making a bold move to start something new, so try to prioritize what's important! I started off in the beginning hand packing every single tattoo pack that we sold and shipped. If I wanted to scale to align with the level of demand we were receiving, I needed to make the pivot to mass produce and relinquish the control of doing every step myself. I am a total perfectionist, so that was definitely hard! From that point on, overseeing production has been a huge part of my daily schedule, but by doing so I've been able to free up more time to focus on design, merchandising, and sales, allowing me to really focus on growing the business.
- Prioritize great product packaging and branding. It's so important to invest time in customer experience- how customers view and interact with your product. The packaging is just as important as the actual product inside! When we were starting off, we had high demand, and I definitely jumped the gun a bit on packaging so we could deliver product to the retailers when they wanted it. Since then, we've completely revamped the packaging into something upscale and unique that reflects what the brand is all about. Our product packaging is always called out as being one of our retailers' and customers' favorite part of our product!