Some brands are responding to this trend. Glenlivet, owned by Pernod Ricard, recently released a new campaign localized to Australia and New Zealand that specifically targets women. In the advertisement, actress Anna Paquin speaks directly to women, encouraging them to drink it however they like, whether that be in cocktails or — gasp — with ice (which many whiskey purists say takes away from the experience).

The boom in popularity among millennial women is largely driven by a rise in popularity among the cohort as a whole. Millennials love cocktails, and whiskey is the primary ingredient in many of them. For many, cocktails can be a gateway to larger whiskey appreciation. The taste of straight, aged spirits of any kind can be off-putting to consumers. However, gradually learning to appreciate the taste through cocktails and mixed drinks can help consumers make the jump to straight whiskey, which may help to lead consumers to premium-tier vintages.

Many brands are aware of the need to gradually introduce consumers to higher-end products. Most people aren’t going to spend the money on a mid- to premium-tier product only to mix it with vermouth and bitters. Which is one reason why large conglomerates such as Pernod Ricard, Diageo and William Grant Sons produce budget-friendly whiskies that are made to be mixed.