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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For decades, women have been unknowingly suffering from PSD and intergenerational trauma, but now Dr. Valerie Rein wants women to reclaim their power through mind, body and healing tools.
As women, no matter how many accomplishments we have or how successful we look on the outside, we all occasionally hear that nagging internal voice telling us to do more. We criticize ourselves more than anyone else and then throw ourselves into the never-ending cycle of self-care, all in effort to save ourselves from crashing into this invisible internal wall. According to psychologist, entrepreneur and author, Dr. Valerie Rein, these feelings are not your fault and there is nothing wrong with you— but chances are you definitely suffering from Patriarchy Stress Disorder.
Patriarchy Stress Disorder (PSD) is defined as the collective inherited trauma of oppression that forms an invisible inner barrier to women's happiness and fulfillment. The term was coined by Rein who discovered a missing link between trauma and the effects that patriarchal power structures have had on certain groups of people all throughout history up until the present day. Her life experience, in addition to research, have led Rein to develop a deeper understanding of the ways in which men and women are experiencing symptoms of trauma and stress that have been genetically passed down from previously oppressed generations.
What makes the discovery of this disorder significant is that it provides women with an answer to the stresses and trauma we feel but cannot explain or overcome. After being admitted to the ER with stroke-like symptoms one afternoon, when Rein noticed the left side of her body and face going numb, she was baffled to learn from her doctors that the results of her tests revealed that her stroke-like symptoms were caused by stress. Rein was then left to figure out what exactly she did for her clients in order for them to be able to step into the fullness of themselves that she was unable to do for herself. "What started seeping through the tears was the realization that I checked all the boxes that society told me I needed to feel happy and fulfilled, but I didn't feel happy or fulfilled and I didn't feel unhappy either. I didn't feel much of anything at all, not even stress," she stated.
Photo Courtesy of Dr. Valerie Rein
This raised the question for Rein as to what sort of hidden traumas women are suppressing without having any awareness of its presence. In her evaluation of her healing methodology, Rein realized that she was using mind, body and trauma healing tools with her clients because, while they had never experienced a traumatic event, they were showing the tell-tale symptoms of trauma which are described as a disconnect from parts of ourselves, body and emotions. In addition to her personal evaluation, research at the time had revealed that traumatic experiences are, in fact, passed down genetically throughout generations. This was Rein's lightbulb moment. The answer to a very real problem that she, and all women, have been experiencing is intergenerational trauma as a result of oppression formed under the patriarchy.
Although Rein's discovery would undoubtably change the way women experience and understand stress, it was crucial that she first broaden the definition of trauma not with the intention of catering to PSD, but to better identify the ways in which trauma presents itself in the current generation. When studying psychology from the books and diagnostic manuals written exclusively by white men, trauma was narrowly defined as a life-threatening experience. By that definition, not many people fit the bill despite showing trauma-like symptoms such as disconnections from parts of their body, emotions and self-expression. However, as the field of psychology has expanded, more voices have been joining the conversations and expanding the definition of trauma based on their lived experience. "I have broadened the definition to say that any experience that makes us feel unsafe psychically or emotionally can be traumatic," stated Rein. By redefining trauma, people across the gender spectrum are able to find validation in their experiences and begin their journey to healing these traumas not just for ourselves, but for future generations.
While PSD is not experienced by one particular gender, as women who have been one of the most historically disadvantaged and oppressed groups, we have inherited survival instructions that express themselves differently for different women. For some women, this means their nervous systems freeze when faced with something that has been historically dangerous for women such as stepping into their power, speaking out, being visible or making a lot of money. Then there are women who go into fight or flight mode. Although they are able to stand in the spotlight, they pay a high price for it when their nervous system begins to work in a constant state of hyper vigilance in order to keep them safe. These women often find themselves having trouble with anxiety, intimacy, sleeping or relaxing without a glass of wine or a pill. Because of this, adrenaline fatigue has become an epidemic among high achieving women that is resulting in heightened levels of stress and anxiety.
"For the first time, it makes sense that we are not broken or making this up, and we have gained this understanding by looking through the lens of a shared trauma. All of these things have been either forbidden or impossible for women. A woman's power has always been a punishable offense throughout history," stated Rein.
Although the idea of having a disorder may be scary to some and even potentially contribute to a victim mentality, Rein wants people to be empowered by PSD and to see it as a diagnosis meant to validate your experience by giving it a name, making it real and giving you a means to heal yourself. "There are still experiences in our lives that are triggering PSD and the more layers we heal, the more power we claim, the more resilience we have and more ability we have in staying plugged into our power and happiness. These triggers affect us less and less the more we heal," emphasized Rein. While the task of breaking intergenerational transmission of trauma seems intimidating, the author has flipped the negative approach to the healing journey from a game of survival to the game of how good can it get.
In her new book, Patriarchy Stress Disorder: The Invisible Barrier to Women's Happiness and Fulfillment, Rein details an easy system for healing that includes the necessary tools she has sourced over 20 years on her healing exploration with the pioneers of mind, body and trauma resolution. Her 5-step system serves to help "Jailbreakers" escape the inner prison of PSD and other hidden trauma through the process of Waking Up in Prison, Meeting the Prison Guards, Turning the Prison Guards into Body Guards, Digging the Tunnel to Freedom and Savoring Freedom. Readers can also find free tools on Rein's website to help aid in their healing journey and exploration.
"I think of the book coming out as the birth of a movement. Healing is not women against men– it's women, men and people across the gender spectrum, coming together in a shared understanding that we all have trauma and we can all heal."