WOMEN, WHISKEY, AND WELLNESS Both founders hope to diversify the image of whiskey so that it’s no longer seen as a beverage just for men. “Representation matters,” says Jackson. “Women have been almost erased from the narrative around whiskey. When 78% of the images used in whiskey ads feature men, it’s easy to position whiskey as a man’s drink. But we know from the data that women are drinking whiskey. In fact, the research shows women are largely responsible for the recent boom in whiskey sales.” McCrea also wants women whiskey drinkers to feel seen and heard. Toward that end, they launched a Women and Whiskey Survey, where they asked women what they liked and used those results to formulate their drinks. “We’re still collecting results and want to invite women out there to take the survey,” McCrea says. Jackson also affirms that this kind of innovation is at the foundation of Jackson McCrea. The brand will try fresh approaches to develop more inclusive marketing and advertising to change the narrative around whiskey. “We’re cultivating a new visual footprint that represents and celebrates the diversity of whiskey lovers,” says Jackson. Another way Jackson McCrea sets out to change the adult beverage industry is by setting up the JM 100 Fund. This will provide money and resources to other emerging entrepreneurs. “The grantees will be hand-selected leader-disruptors who are passionate about empowering women,” says Jackson. While their beverages are crafted to be enjoyed by all whiskey lovers, Jackson and McCrea unapologetically want to take up space as women in this industry and leverage their brand to advance the dialogue around self-care, joy, and women’s wellness. They want to champion the busy women who run households, teams, and companies. In 2023, the JM 100 Fund will host the first annual JM 100 retreat, where they will put together a strategy and action plan.
116
Powered by FlippingBook