The alcohol industry has historically been male-dominated. That is evident in the way the industry markets its products. A quick look at their marketing shows us men in suits and scantily clad women. It portrays them as mere “accessories” rather than recognising their skills and contributions. Moreover, in many regions, longstanding stereotypes associate liquor with male consumption. That makes it difficult for them to enter this space as employees. Women in the alcohol industry often face bias and struggle to secure better positions within the industry.
In liquor outlets, working women often encounter dismissal and objectification. They face harassment and ridicule, which undermines their professional roles regardless of their qualifications or experience. This pervasive sexism overshadows women’s capabilities, perpetuating outdated stereotypes and biases.
This hostile and oppressive environment is outdated and has no place in the 21st century. Clearly, it’s time for a change.
Gender inclusion transforms Kerala’s alcohol sector
In what might be a first for India, Kerala has taken a progressive step by employing women as salespersons in liquor outlets. Once considered controversial, women now constitute over 50% of the workforce at the Kerala State Beverages Corporation (BEVCO).
Initially, BEVCO outlets were viewed as unsuitable workplaces for women. However, ten years ago, women approached the court and successfully secured the right to work in BEVCO. The court directed the government to include women in recruitment for liquor outlets. Today, women represent more than half of BEVCO’s workforce, defying longstanding social taboos.
In addition to sales outlets, women now hold positions in warehouses and administrative offices at BEVCO. The corporation has appointed a woman Managing Director and Assistant General Manager of Operations, who oversees all operational aspects. This progress has inspired more women to participate in competitive examinations to secure employment at BEVCO. It not only promotes gender inclusion within the alcohol industry but also challenges the sexist and biased attitudes that have historically limited women’s roles in the industry.
Women in the alcohol industry and the gender barriers
Kerala has not always been open-minded about employing women to serve liquor in licensed premises. In 2022, before reaching the milestone of 50% female representation, the Kerala State Beverages Corporation (BEVCO) employed only 50 women. In fact, women faced outright bans on employment in the alcohol industry. It is somewhat ironic that while women could visit bars as customers, consume liquor, and enjoy meals, they were prevented from working in the same establishments.
It is not just a Kerala thing, though. Cultural norms and outdated stereotypes across the world often create barriers. These barriers prevent women from taking on roles in liquor sales and distribution.
Deloitte, along with Women of the Vine & Spirits, conducted a study. The study shows that the biggest barrier for women considering careers in the alcohol industry is the lack of diversity, equity, and inclusion. Industry preference toward men stands out as the main reason for limited diversity in leadership roles.
Creating a safer space for women in the alcohol industry
Many women also avoid the industry due to the risk of harassment and poor behaviour from customers. However, over the years, BEVCO outlets have actively created a more welcoming and cooperative working environment, helping to tackle these issues and promote inclusivity.
Harshita Attaluri, IPS, Managing Director of Kerala State Beverages (M&M) Corporation Limited, emphasised their commitment to safety, stating, “If there are any complaints of misbehaviour from the consumers, we immediately respond and police take action.“
Ensuring safety encourages more women to enter the industry, helping to break down barriers and challenge existing biases. When organisations take clear actions against inappropriate behaviour, it sends a strong message that disrespectful conduct will not be tolerated. This contributes to a culture of accountability, empowering women to pursue their careers without fear of harassment or discrimination.
The final thoughts
State-run outlets like Kerala State Beverages Corporation (BEVCO) are starting to create a more inclusive and fair workplace, marking a positive change in the alcohol industry. However, persistent biases and hostile environments women face highlight the necessity for all sectors to actively foster inclusivity and equality. It is time for more industries to step up, break down barriers, and embrace the potential that gender inclusion brings to the workforce.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content, which we broadly define as media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
