Whisky continues to gain popularity in the Asian market, with a growing number of female enthusiasts

Whisky has long been considered a man’s drink - at least judging by the advertising campaigns that cater to men. But as the spirit continues to gain popularity in the Asian market, it is also drawing keen interest from women.

“A lot of people think a whisky bar is a place where you have a fireplace with old men sitting with their whiskies and cigars. But this is not [the case] anymore,” says Christian Eggers, beverage manager of Macallan Whisky Bar & Lounge at Galaxy Macau.

“Now [people of all ages] are drinking whisky.” As whisky brands reinvent their image, their marketing tactics are shifting towards a female audience.

In the past, women were not the target customer – they were usually featured on whisky ads as sensual pin-up girls – but times have changed.

A recent advertisement stars actress and whisky enthusiast Christina Hendricks, who has been appointed brand ambassador for Johnnie Walker.

Women are also making their presence felt behind the bar. “We see more women in these jobs,” says Audrey Eschemann, bar manager at Aberdeen Street Social.

Eschemann, who recently entered the finals of the Hong Kong Chivas Masters bartending competition, serves as a perfect example of this trend. “Women today have the education and access to [whisky] to appreciate it. Not only are more women starting to really enjoy whisky as consumers, but [many have also taken up jobs] in the manufacturing and distribution sectors.”

Then there are those who take the idea of “women who whisky” to the next level. “There is a lot of potential in investing in whiskies, as we have been seeing prices that have almost doubled within the last two years, mostly Japanese rare collectibles,” says Terrence Tang, senior wine specialist at the wine auction house Zachys. “We are definitely seeing more female collectors, those who are buying [whisky] as art collectibles and who are really passionate about it.”