Overview: Luke Fenton, channel lead at CVH Spirits, is launching an independent LGBTQ+ whisky club for the trade. The initiative aims to break down industry barriers and make the spirit more accessible to a broader demographic, including career-driven individuals with disposable income.
The Full Story
Luke Fenton, channel lead at CVH Spirits, is spearheading an independent LGBTQ+ whisky club designed for the trade. The company behind Bunnahabhain, Tobermory and Deanston distilleries has seen a need to make whisky more welcoming to a broader demographic of people. Fenton noted that while the spirit’s traditional audience remains important, expanding its appeal to a wider group can only benefit the sector.
The club aims to establish a friendly and inclusive atmosphere for enjoying and learning more about whisky. Initially meeting quarterly in Glasgow, the network will focus on sampling and discussion. While organized by Fenton himself rather than directly by CVH, he intends for other drinks companies to participate, keeping the club open to any bar staff or owners that were interested. The goal is simply to get more people involved in whisky in an inclusive environment.
Beyond the social aspect, Fenton has been working with the company’s HR team to provide advice on how the business can be a more inclusive place to work. This guidance includes adopting neutral terminology within the company, such as asking new contacts if they have a partner rather than specifically asking about a wife or girlfriend. Fenton emphasized that making drinks companies more inclusive places will be better in the long-term for those businesses and for the industry overall.
What This Means
This initiative signals a shift toward positivity within the whisky sector, aiming to shed the ‘wing-backed chair by a fire with a rocks glass’ image that has been cultivated over decades. Fenton argued that whisky is still working to break away from an image that can be alienating to newcomers. By targeting career-driven individuals who usually don’t have kids and possess disposable income, the club seeks to make the spirit trendy and something actively sought out on a night out or at home.
The broader implication involves recruitment and diversity within the business. Fenton stated that the wider the base for trying to recruit people into the business, the larger the pool of skills is going to be. By fostering an inclusive environment, the industry hopes to give everyone an equal opportunity so that businesses can further their operations.
Consumer Takeaway
For the drinker and trade professional, this release offers a pathway into whisky through an inclusive environment that does not make the spirit intimidating. The club provides a space for sampling and discussion, allowing members to engage with the story element of the community. Interested parties can find out more about the whisky club by emailing Luke directly at Luke.Fenton@CVHSpirits.Com.
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