It found that 60% of women questioned saw their interest in whisky begin after developing a taste for it when their husbands kept it about the house.The results suggest that women are unfazed by complexities such as single malts versus blends, and differing cask strengths.
It also revealed that when it comes to serving, women prefer not to water it down or add a mixer, with 52% choosing to drink it neat.
"It's fantastic to see a drink which in the past has been so strongly associated with men, being enjoyed by an entirely new demographic," said Asda spirits buyer Chris Brooks.
"With 33% of women buying whisky to enjoy at home, and 52% drinking it neat, women are becoming increasingly confident about trying new drinks and are less held back by any old-fashioned stereotypes," Brooks added.
Lucy Shaw, 14.02.2011