The News
Her Whiskey Reviews, founded by Sailor Guevara and Maggie Kimberl, Heather Wibbels, has launched as a platform for women to discuss and review spirits. The site aims to provide in-depth reviews, educational resources, industry news, and features on women in the whiskey and spirits world. It challenges the traditional male-dominated alcohol review space by focusing on women's perspectives and experiences.
Her Whiskey Reviews has just unveiled an online site that delivers women‑centric insights on each whisky that reaches shelves. In a spirits market that grew 2 % last year, new review platforms are vying for attention.
While it hasn’t launched a retail or wholesale channel yet, the launch is stirring debate over who shapes the tasting story in a field traditionally led by men. Spirits volumes rose 2 % in 2025, a modest increase amid a 4 % decline in craft beer (Circana; Beer Institute). The whisky‑review space is already crowded: Whisky Advocate’s database contains over 5,000 reviews, and The Whiskey Wash lists more than 3,500 expert entries on its 1–10 scale. These numbers underscore that new entrants must find a distinct angle or risk blending into the background.
Her Whiskey Reviews’ founders claim women’s heightened taste and aroma sensitivity gives them a fresh perspective. Yet with so many existing reviews, adding gender alone may not attract attention. The site takes a “contextual” stance—examining which types of sippers are being served rather than just whether they liked it—similar to the blind‑tasting method used by Wine Enthusiast. That nuance sets Her apart but also means its content should complement, not replace, the standard scorecards that bars and retailers already use.
Rather than just aggregating scores, Her Whiskey Reviews links each critique to the intended consumer profile. This turns a single data point into a marketing cue for bartenders looking to match spirit choices with patron preferences. In an industry where 2 % growth is difficult to capture, providing operators a way to align product choice with demographic taste profiles can be decisive.
The platform is currently digital only, so it hasn’t launched wholesale distribution yet. Still, it provides a ready resource for building brand equity on the floor. Distributors could embed Her Whiskey Reviews’ articles into their digital marketing kits or use the consumer insights to inform promotion schedules. Retailers might feature “women‑approved” tasting notes in point‑of-sale displays, giving shoppers an extra reason to choose a dram vetted by a female reviewer.
Bars can use the platform’s contextual reviews when building seasonal menus; if Her identifies a whisky as ideal for a sipping crowd, that insight becomes a menu story resonant with patrons who value authenticity. Because the site is not tied to any producer, it offers mixologists flexibility for diversification without exclusive commitments.
Bars and restaurants can turn Her’s reviews into storytelling hooks that set their menus apart from those relying on generic scorecards. Distributors face a low‑risk content partnership; they could feature “women‑approved” picks in email blasts or highlight sensory nuances on social media. Retailers might use the platform to guide shelf placement, positioning whiskies flagged for a sophisticated female palate in high‑traffic aisles.
Her Whiskey Reviews launched when spirits volumes rose 2 % and the review landscape already hosts more than 5,000 entries. Its success will depend on turning a women‑centric lens into actionable insights for bars, distributors, and retailers.
Original Press Release
Announcing the launch of Her Whiskey Reviews, an innovative new website dedicated to elevating the voices of women in the world of spirits. Founded by industry veterans Sailor Guevara and founding reviewers, Maggie Kimberl, Heather Wibbels, Her Whiskey Reviews sets out to redefine how spirits are reviewed and discussed—by women, for women.
For far too long, women have been marginalized in the alcohol review space, often overlooked or dismissed in conversations dominated by men. Her Whiskey Reviews challenges the status quo, offering a confident, informed platform where women can share their unique perspectives on taste, aroma, and experience. Research and anecdotal evidence suggest that women may articulate and experience flavor differently, bringing fresh insight and diversity to spirits evaluation.
“Womens’ olfactory abilities tend to skew toward more sensitive and our recall for flavor memories tends to skew faster and more accurate than that of men, according to numerous studies,” Kimberl says. “It’s fun to apply that to whiskey reviews, which frequently leave women out of the conversation altogether.”
Her Whiskey Reviews isn’t just another review site. In addition to in-depth, accessible reviews, the platform will offer educational resources, industry news, and features on women making waves in the world of whiskey and spirits. Breaking away from traditional review formulas, Her Whiskey Reviews is committed to raising awareness, providing context, and fostering a welcoming community for women enthusiasts and professionals alike.
“Whiskey makers put an incredible amount of time and effort into creating their spirits, and it’s incredibly important that reviews educate the consumer and contextualize the whiskey within the broader market,” Wibbels says. “Rather than just a thumbs up or down, or a simple numerical rating, we want to make each review answer not just ‘Did I like it?’ But rather discuss what kinds of sippers might find this pour fascinating or enjoyable.”
We also recognize a longstanding pay disparity for women in the spirits and beverage industries. Years of training and expertise are valuable, and we believe that those who put careful work into assessing a spirit and using their deep knowledge and perspective should be paid fairly for their contributions. Her Whiskey Reviews is committed to transparency about costs and compensation for participation, affirming that expertise deserves recognition and equitable pay.
To further celebrate excellence in spirits, Her Whiskey Reviews will host annual awards, recognizing outstanding producers, innovators, and contributors to the industry, always with a focus on inclusion and the female palate.
The project is spearheaded by three powerhouse women in American spirits:
Maggie Kimberl is an award-winning spirits journalist and whiskey judge with over a dozen years of experience. Her in-depth knowledge and approachable style have made her a trusted authority on whiskey.
Heather Wibbels, also known as the Cocktail Contessa, is an award-winning mixologist, author, and educator. Her expertise in whiskey cocktails and commitment to education have earned her recognition from both industry peers and enthusiasts.
Sailor Guevara is a spirits consultant, podcast host, and advocate for diversity in the drinks world as a founder of the Sirens Spirits Group. Drawing on years of experience in brand development and spirits education, Sailor is passionate about creating spaces where women’s voices are not only heard but celebrated.
More reviewers will join the project as it grows.
Her Whiskey Reviews invites everyone—women and allies alike—to join in reshaping the spirits landscape. Discover honest reviews, fresh perspectives, and a wealth of information at herwhiskeyreviews.com
Sources consulted (web research):
- Spirits Ratings
- Whiskey Reviews
- Her Whiskey Reviews Launches A Bold New Platform For Womens Voices In…
- Spiritsreview site
Source: BevNET