EMPOWERMENT THROUGH

Innovation

However, over the past few years there have been a flurry of female-led, female-founded and female-owned brands emerge. Founded in 2017 Scotch brand Nc’Nean markets itself on being “uninhibited by tradition” and beyond the liquid, that means being led by women. Founded by Annabel Thomas, it was inspired and named for Neachneohain, an ancient Gaelic goddess. Known as the Queen of Spirits, the goddess embodies the brand’s values; she was said to be a fierce protector of nature and strong and independent, “she was brand fresh and unique. Crucially, as well as inviting female drinkers into a male-centric category, it also alienates no-one.

Disruptive Launches

Avallen is another visually and category disrupting brand. Until former Diageo exec Stephanie Jordan chose to launch it, there had been very little innovation in the calvados category for quite some time. In the same way as Nc’Nean, the product again puts eco-credentials at the heart of the brand; every bottle is said to naturally remove 2.73kg of CO2e from the atmosphere, due to apple trees being carbon sinks. While not being overtly female-centric, the pack design again is hugely disruptive to a staid and traditional category dominated by hues of burgundy and magnolia. Its apple blossom design is soft and approachable, while the bold pack graphics and font also helps draw a new audience into the category; not just female. Mixed simply with tonic, it’s an easy route into a spirit that hitherto seemed to have no place in the lifestyle of younger LDA consumers.

Skipping across to the tequila category, Neurita Tequila again is a product that visually stands out.

Founded by Lucy Smith, it’s intended as a fresh take on the category, with a range flavoured by natural fruit extracts and intended as a base for cocktails. Particularly, without the need to add triple sec, it’s a convenient base for easy margaritas. Both the packaging and approach to the liquid are intended to break through a category that’s long been very masculine and stoic, while female focused products have been overly sweet or patronising.

A MUCH-NEEDED SEAT AT THE TABLE

What these products highlight is that the raft of new female founders are seeing things with new eyes. Long without a presence at the top table, now that they’ve made it, they’re bringing new ideas and fresh perspectives with them. It’s clear that the trickle down effect of these new approaches is to welcome new consumers into categories they’ve previously felt excluded from, as well as updating those that have seen little to no NPD for some time. From a consumer and industry perspective, that seems like a win win.

And yet, with another IWD upon us, it’s unclear if the pathways to the top are becoming any less challenging for women to reach. The data suggests there’s still an incredibly long way to go. However, with a new guard taking the lead and their ability to offer new approaches to old categories, its evident that their input isn’t just desirable and the right thing to do, it’s vital.

In fact, the superiority of Arabica, versus the shittiness of Robusta has been what the speciality coffee boom has marketed itself on. From the 1990s, the point of difference came from rejecting Robusta — then the dominant bean — in favour of sweeter, more nuanced, more flavourful Arabica.