Rogue Baron (SHNJF) Shows Whiskey No Longer a Boys’ Game

Young female friends toasting glass after work
Young female friends toasting glass after work

It’s Women’s History Month, and historically women have not been big whiskey drinkers but that is changing.   The percentage of women who identify as whiskey drinkers has doubled over the past 30 years and with women representing some 80% of consumer purchasing power, this is a big deal for whiskey markers.  Distilleries are scrambling to get their products in the hands of more women. As the whisky world sees more women choosing to sip the spirit for themselves, brands are looking for ways to stand out to decision-makers.

Rogue Baron (OTCMKTS: SHNJF) is beating everyone to the punch.

More women are drinking whisky than ever before. As they continue to get a seat at the barrel, women are letting their voices be heard and what they want are more drinkable, mixable whiskeys. That’s exactly what premium whisky maker Rogue Baron (OTCMKTS: SHNJF) is doing.  


  Growing number of women drinking whisky

–  Women whisky drinkers looking for a sweeter flavor

– ‘Mixability’ of whisky for cocktails increasingly important for women


Historically, men have been perceived as the only group of whisky drinkers. Whisky has been portrayed as too rich, too dark, and too…bitter for women to enjoy. But numbers don’t lie, and whisky makers are now seeing they were, simply put, wrong. Part of this shift in awareness is because the growing number of women in leadership positions within companies themselves. But women are calling the shots at work and at home. 

Women are decision-makers. Upwards of 80% of consumer purchasing power is in the hands of women. What are women choosing? Whisky. In fact, over the last thirty years, the percentage of whisky drinkers who are women has doubled from 15% to 30% of all whisky drinkers.  


Rogue Baron (OTCMKTS: SHNJF) has listened to the demands of the market and have delivered a new whisky. Its Shinju Japanese Whisky is created specifically with women whisky drinkers in mind. A point which is made clear in its flavor profile, which is sweeter and more easily mixed in cocktails—both factors which are important to its female market. 


One of the larger influences on the whisky market is from Japan. According to Alwyne Gwilt (or Miss Whisky to her readers), ““Whisky was seen as very much a masculine drink – the pipes, armchairs and stuffy old-school feel,” she said. “But there’s been a revitalization in the past 10 years. In Japan, for example, it’s not seen as a male or female drink. It’s something that you go out and enjoy.”

Put SHNJF on Your Watchlist

SHNJF has seen notable stock growth as of late. Its current price of $0.1575 per share is up some 25% from its 2021 low. SHNJF could certainly be a stock to watch as the company grabs a larger piece of the spirits market, especially the segment made up of women whisky drinkers. Its Shinju product hits all the right notes with this growing sector of the market and could quickly become the drink of choice for many bar-goers and home bar carts.