As we commemorate International Women's Day, a day meant to celebrate progress and champion equality, I find myself reflecting not on the strides we've made, but on the persistent, glaring gaps that remain. Particularly, the persistent underrepresentation of women in hospitality media, a realm that should be showcasing the vibrant tapestry of talent that defines our industry.
In my role as an editor, I am acutely aware of the power of storytelling. Brands and media outlets hold a profound responsibility to ensure that the narratives they present are not only compelling but also representative of the diverse individuals who contribute to our culinary and beverage landscape. Yet, time and again, I encounter a disheartening pattern: the erasure of women from the spotlight.
"Featuring 12 incredible bartenders who are at the top of their game, and should be top of mind when media outlets and brands are seeking input from bartenders and mixologists."
Take, for instance, World Bartender Day. A celebration of the craft, the creativity, and the community that drives our industry. Scrolling through social media, I was met with a sea of all-male line-ups. While I acknowledge and respect the contributions of these individuals, I cannot ignore the glaring absence of their equally talented female counterparts. Women who are, without a doubt, at the very top of their field, innovating, leading, and inspiring.
This isn't an isolated incident. In previous years, International Women's Day itself has been marred by well-intentioned but ultimately misguided gestures. Women bartenders, often the most skilled and celebrated in their regions, were rounded up to "tend bar for others." A symbolic gesture, perhaps, but one that inadvertently reinforces the notion that women's roles are confined to service, rather than leadership, innovation, and mastery. It is a subtle form of tokenism that does little to address the systemic imbalance we face.
While data specific to India may be limited and I suspect the figure is drastically lower here, recent research indicated that women represent over 60% of the hospitality workforce in the United States. This figure underscores a stark reality: that even when a vast majority of those who contribute to our industry are women, the challenges remain. Women’s voices and achievements are disproportionately underrepresented in the media that shapes our perceptions, and in receipt of awards that amplify achievements
In India, the challenges are compounded by cultural stigmas and safety concerns. These factors play a significant role in deterring women from entering the bartending scene, a profession that, despite its growing appeal, still carries a degree of social taboo. However, the power of representation cannot be overstated. When young women see successful, empowered female bartenders and mixologists celebrated in the media, it shatters preconceived notions and opens up a world of possibilities. It allows them to envision a future where their passion and talent can lead to fulfilling careers and leadership roles.
It is not enough to simply acknowledge the existence of women in hospitality. We must actively amplify their voices, showcase their expertise, and celebrate their achievements. This means going beyond token gestures and implementing tangible changes in our media practices. It means actively seeking out and featuring women in our stories, panels, and events. It means ensuring that our coverage reflects the true diversity of our industry.
We need to move beyond the superficial and delve into the substance of women's contributions. What are their unique perspectives? What innovations are they driving? What challenges have they overcome? These are the stories that deserve to be told.
The responsibility lies not only with media outlets but also with brands and industry leaders. We must demand equal representation in the campaigns we support and the events we sponsor. We must hold ourselves accountable for creating a more inclusive and equitable industry.
Thankfully, there are positive initiatives striving to rectify this imbalance. Programs like Diageo Bar Academy's "Our Hive" locally, and global initiatives like "Celebrate Her" which has compiled a global database to showcase fantastic women in the industry, are making tangible strides. "Our Whisky" runs a valuable mentoring program, and "Equal Measures," a coalition of leaders from feminist networks, is working to create systemic change. These initiatives are vital in fostering a more inclusive and supportive environment.
And here at Perfect Serve India, we are committed to doing our part. While not an exhaustive list, I have featured 12 incredible bartenders who are at the top of their game, and should be top of mind when media outlets and brands are seeking input from bartenders and mixologists. To further highlight the incredible women and non-binary professionals who are shaping our industry, we will be dedicating the entire month of March to showcasing their stories, their achievements, and their perspectives. Stay tuned for a series of features that celebrate the diverse talent that makes our hospitality landscape so vibrant.
So, while March will be exclusively non-male focussed, we are committed to our ongoing content balance being gender diverse and inclusive, and we urge other media outlets to make the same commitments.
International Women's Day is not just a day for celebration; it is a call to action. Let us commit to dismantling the barriers that prevent women from achieving their full potential in hospitality. Let us amplify their voices, celebrate their achievements, and create a future where representation is not an afterthought, but an integral part of our narrative. Only then can we truly say that we have moved beyond the garnish and embraced the full spectrum of talent that defines our industry.
You can keep up to date with the great bartenders through their social handles.
- Aashie Bhatnager: Bar Manager, Cobbler & Crew, Pune
- Anisha Biswas: Bartender, Muro, Bengaluru
- Shreya Basu: Senior Mixologist, Banng, Gurugram
- Sia Negi: Head of Bar Program, The Library Bar, The Leela Palace, New Delhi
- Arati Mestry: Beverage Head, Seven Rivers & Taj MG Road, Bengaluru
- Sarbani Mukherji: Bartender, Conversation Room, Kolkata
- Aayushi Singh, Mixologist, Dali & Gala, Bengaluru
- Sonam Rai: Head Mixologist, Ode, Mumbai
- Mrinalini Rana: Bar Manager, The Johri, Jaipur
- Deepika Shhukla: Bartender, Japonico, Gurugram
- Ami Shroff: Freelance Mixologist & Flair Bartender
- Apoorva Kohli: Bar Head, W.I.L.D. Bengaluru
