Stereotypes exist to be broken
The truth about stereotypes is that they may have once existed for a reason, but there often comes a time when they are no longer reflective of the ideal.
I could literally write a thesis on the number of outdated stereotypes pandered around modern society like they were fact. From the classics “Women can’t drive” and “Men don’t like to ask for directions” to the more trivial “People who wear glasses are smart” or “A girl’s favourite colour is pink”.
In recent times, I seem to more commonly encounter stereotypes centred around drink; or should I say the expectations we have of who would be drinking them. If I gave you the name of a cocktail, you’ll immediately have an image that comes to mind. To a degree, some make sense. Take a Martini for example, a drink marketed to us as James Bond’s signature drink for decades, so it’s only natural for the charming “shaken not stirred” suited figure of 007 to come to mind when that cocktail is mentioned.
One clearly outdated stereotype is one related to whisky; commonly perceived as being the drink of choice for middle-aged, white men. Just type in ‘whisky drinker’ on Google Images™ search and a large swathe of white men over any other gender or ethnicity. That said, research conducted by Pernod Ricard shows the evolution of the modern whisky drinker, with a third of whisky drinkers around the world being women.
It also means that as a black male, I too am seemingly a divergence from the stereotype, with whisky being my drink of choice for many years now. In defence of whisky itself, I have had many in depth discussions with many women and men of all colours and ages about their love of whisky, and one thing is evidently clear — its enjoyment has no bias, and the drink itself is not to blame.
It seems the time has come for this stereotype to be banished once and for all.
Thankfully whisky brand The Glenlivet has a plan. Over 13th – 19th June, The Glenlivet is infiltrating internet search engine algorithms by flooding the internet with images of the modern-day whisky drinker. How you ask? By launching a pop-up at Coupette in London, serving free Scotch-based cocktails in exchange for pictures posted on social media using the hashtag #BreakTheStereotype. Creating a bespoke menu of #BreakTheStereotype cocktails alongside Bethnal Green favourite Coupette, the bar features four whisky-based cocktails; a reflection of the contemporary whisky drinker’s eclectic tastes
And The Glenlivet don’t stop there, a proportion of the proceeds from all other drinks ordered within these dates being donated to Equal Measures, an organisation founded to deliver greater equity for ethnic minorities and marginalised groups in hospitality.1
As far as I’m concerned, stereotypes exist to be broken, and if one whisky cocktail selfie can help change them in some small way — then count me in. Slàinte!
#BreakTheStereotype is running from 13th – 19th June at Coupette. To redeem a complimentary cocktail featuring The Glenlivet, simply visit Coupette, choose a cocktail from the #BreakTheStereotype menu, and upload a picture holding the drink along with #BreakTheStereotype and @theglenlivet. For more information about the #BreakTheStereotype campaign please click here.
- The Glenlivet is also supporting Equal Measures through its Education and Mentorship Scheme by providing up to 30 participants from BAME and marginalised communities with access to qualifications, mentorship and opportunities that will enable them to challenge the biases they encounter with a wealth of experience, knowledge, and connections. ↩
