The Glenlivet’s #BreakTheStereotype campaign wants to shift Google’s algorithm to show more diverse whisky drinkers.

The Glenlivet’s #BreakTheStereotype campaign wants to shift Google’s algorithm to show more diverse whisky drinkers. YPulse told you that young people want to see more diverse models in brands’ marketing, while our nightlife and drinking research found that one in five BIPOC young consumers enjoy drinking whisky. For its latest #BreakTheStereotype global campaign, The Glenlivet is attempting to change Google’s algorithm to be “more reflective of diverse whisky drinkers.” According to the brand, they are “planting” images (taken by Ugandan-British photographer Danny Kasirye and queer Chicanx artist Devyn Galindo) in the Google algorithm so when a consumer types “whisky drinker” into Google Images, they will see more photos of people of color drinking whiskey instead of “the usual middle-aged White males searches typically yield.” According to The Glenlivet’s global marketing director: “#BreakTheStereotype continues The Glenlivet’s pioneering heritage and shows that we will never be held back by limiting preconceptions. We know there is a diverse range of whisky fans across the globe and that continues to grow—yet the old stereotype surrounding whisky remains. Time for us to change that.” (Marketing Dive)