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In an era of significant progress in gender equality, women are reshaping the landscape of various industries. Despite persistent historical barriers and social stereotypes, women’s overall representation in the workforce has increased significantly, and their notable contributions resonate in industries once considered male-dominated, such as entrepreneurship, medicine, research, and most recently, bartending Industry.
When it comes to women leaving an indelible mark, alcobev’s world is no exception. From resisting legal restrictions to fending off social pressure and misunderstanding, a group of exceptional women have been raising the bar in the bartending industry, shaping the industry with their skills, passion and expertise. In mature markets such as the United States, the number of women bartending has increased significantly. In 2021, women made up the majority of the workforce at 58.4%, while men made up 41.6%, according to DataUSA findings, highlighting significant demographic changes in the industry. This trend is reverberating domestically as well, with the country’s booming alkobev industry contributing to nearly 1.5 million jobs, many of which are popular with women, who drive innovation through innovation, according to the ICRIER 2021 report and inspiring others to follow suit, leaving their mark in India. With the emergence of local and international liquor brands, the Indian bartending industry stands out as a booming $52 billion industry and continues to attract new-age professionals from all walks of life.
Driven by an ever-expanding diversity of backgrounds, women are now at the forefront of the latest trends and innovations in modern bartending that resonate with the country’s increasingly diverse consumer base. Consider, for example, the localization trend that dominates modern mixology, where many bars are striving to incorporate local ingredients and regional elements into their offerings to create unique and engaging experiences. These diverse bartenders bring a rich diversity of perspectives, resulting in a wider range of innovative offerings – establishing diversity within the bar as a key ingredient to successfully capturing consumers’ changing preferences.
Over the course of my career, I have witnessed the evolution of female bartenders. When I first joined the hospitality industry in 2010, there were many restrictions preventing women from entering bars. But as my career progressed, I watched talented female bartenders emerge, shattering glass ceilings and redefining industry norms. Today, there is widespread industry recognition of the importance of inclusivity and collaboration, underscoring the tremendous progress we have made along the way.
For new-age companies in the industry, the message is clear: In an increasingly competitive environment, companies can reap huge benefits by ensuring they recruit diversity to lead innovation and satisfy a wide range of tastes and preferences. Therefore, moving towards inclusion is not only a moral imperative but also a strategic imperative for success. As organizations recognize the real benefits of diversity, they must jointly support the advancement of women in bartending by investing in efforts such as DE&I training and fostering a culture of open dialogue—forging a path forward for the future and inspiring a journey to excellence for all .
The author Ishrat Kaur is Bacardi’s Trade Ambassador for South India.
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