##{"id":101137,"date":"2022-04-26T21:11:00","date_gmt":"2022-04-26T11:11:00","guid":{"rendered":"https:\/\/www.fnarena.com\/index.php\/2022\/04\/26\/whisky-isnt-just-a-mans-drink-according-to-new-campaign-featuring-academy-award-winner-anna-paquin-from-the-glenlivet\/"},"modified":"2022-04-26T21:11:00","modified_gmt":"2022-04-26T11:11:00","slug":"whisky-isnt-just-a-mans-drink-according-to-new-campaign-featuring-academy-award-winner-anna-paquin-from-the-glenlivet","status":"publish","type":"post","link":"https:\/\/staging.fnarena.com\/index.php\/2022\/04\/26\/whisky-isnt-just-a-mans-drink-according-to-new-campaign-featuring-academy-award-winner-anna-paquin-from-the-glenlivet\/","title":{"rendered":"Whisky Isn’t Just a Man’s Drink According to New Campaign Featuring Academy Award Winner Anna Paquin from The Glenlivet"},"content":{"rendered":"

SYDNEY<\/span>, April 26, 2022<\/span> \/PRNewswire\/ — Academy Award Winner Anna Paquin <\/b>and renowned Single Malt Scotch The Glenlivet<\/b> are ripping up the rule book on whisky drinking traditions in a provocative new campaign. <\/b><\/p>\n

The Glenlivet is on a mission to break the whisky drinker stereotype and shine a light on all appreciators. As Paquin says in the new commercial, "Whisky doesn’t care what’s between your legs, so why should we be told to follow these rules?"<\/p>\n

Noting her first experience with The Glenlivet, Paquin<\/b> broke conventions by adding tonic to the whisky, "I first discovered Glenlivet while I was working in Scotland<\/span>. While it tastes great on its own, I found it’s even yummier when you add a little mixer and create a cocktail."<\/i><\/p>\n

Paquin was selected to become the face of The Glenlivet Australia and New Zealand<\/span> due to her ongoing invitation to flip convention on its head.<\/p>\n

The Glenlivet Australia and New Zealand Marketing Manager Kristy Rutherford<\/span><\/b> says, "Whisky has long been seen as a symbol of power, drunk solely by middle-aged, white men behind closed doors of the ‘Old Boys’ Clubs’. In fact, one-third of whisky drinkers globally are women*."<\/i><\/p>\n

The Australian and New Zealand<\/span> campaign builds on The Glenlivet global mission to change the outdated perception of the stereotypical whisky drinker<\/b>. To challenge the cultural norm of the whisky drinker as a middle-aged white man, The Glenlivet is infiltrating search engine algorithms, purposefully planting images to change the visual landscape. <\/p>\n

#BreakTheStereotype celebrates inclusivity within whisky and is the first in a series of bold ambitions The Glenlivet is undertaking as part of their new platform, ‘This Is Whisky’<\/b>. Now when searching ‘whisky drinker’ using Google Images\u2122, the user is greeted with diverse real whisky drinkers. In Australia<\/span> and New Zealand<\/span>, nearly a third of female drinkers drink whisky monthly*, a 40% increase since 2015**. Females are adopting whisky at four times the rate of males.<\/b>**<\/p>\n

The launch film, directed by famed fashion director and photographer, Jamie Nelson<\/span><\/b> at her 1968 Hollywood Regency style house in LA, sees Anna turning whisky drinking traditions on their head.<\/p>\n

For more on the campaign and #BreakTheStereotype head to The Glenlivet’s website.<\/a><\/p>\n

Watch the film<\/b> HERE<\/a><\/p>\n

Campaign imagery<\/b> HERE<\/a><\/p>\n

* 2021 Pernod Ricard Australia & New Zealand Consumer Research<\/p>\n

** 2015-2021 Pernod Ricard Australia & New Zealand Consumer Research<\/p>\n","protected":false},"excerpt":{"rendered":"