The Glenlivet Attempts to #BreakTheStereotype By ‘Infiltrating Search Engine Algorithms’ to Amplify Diversity of Whisky World

The Glenlivet is on a mission to diversify the perception of whisky drinkers with its “BreakTheStereotype” campaign. (Photo: The Glenlivet)

Scottish whisky brand The Glenlivet is trying to change the stereotypes of what a whisky drinker is. The brand’s #BreakTheStereotype campaign will look to celebrate diversity and representation in the whisky world.

The idea of whisky being exclusively enjoyed by middle-aged white men has “dominated pop culture” for far too long, The Glenlivet noted in a news release.

To challenge this norm, The Glenlivet is “infiltrating search engine algorithms” and planting images to change the usual images of middle-aged white men sipping whiskey. The brand hopes to make it so that searching the term “whisky drinker” in Google Images will trigger “a colourful montage as unique and diverse as real whisky drinkers in 2022.”

“#BreakTheStereotype continues The Glenlivet’s pioneering heritage and shows that we will never be held back by limiting preconceptions,” said Miriam Eceolaza, global marketing director, The Glenlivet & single malts at Pernod Ricard. “We know there is a diverse range of whisky fans across the globe and that continues to grow – yet the old stereotype surrounding whisky remains. Time for us to change that.”

The photos for the campaign were captured by Ugandan-British photographer and director Danny Kasirye and queer Chicanx artist and photographer Devyn Galindo.

The Glenlivet has also partnered with Equal Measures, an organization that aims to grant greater equity for minorities and marginalized groups in the hospitality industry. As part of the partnership, The Glenlivet is supporting Equal Measures through its Education and Mentorship Scheme by providing up to 30 participants from marginalized communities with access to qualifications, one-on-one mentorship and opportunities that will “enable them to challenge the biases they encounter with a wealth of experience, knowledge, and connections,” according to the news release.

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