“Wow, I didn’t know women drank brown liquor.”
“That’s a strong drink for a little lady.”
“Wouldn’t you rather see the wine list?”
These are just some of the offputting statements that inspired Julia Ritz Toffoli to launch Women Who Whiskey (wWw) more than a decade ago.
Designed for both casual enthusiasts and seasoned connoisseurs, the Women Who Whiskey Club is a global network that brings together people who share a love for whiskey and a desire to explore the culture surrounding it. It’s much more than a social drinking club. It aims to reshape the traditionally male-dominated whiskey scene by providing a femme-friendly, welcoming space for everyone—especially those who have been historically excluded.
And Toffoli hasn’t forgotten the club’s roots: “In 2011, … I gathered a group of friends who felt the same way and started organizing outings to whiskey bars around New York; I wanted us to be able to explore our city—and enjoy our whiskey—in a community that was friendly and fun.”
Women Who Whiskey members have the chance to dive into the world of whiskey, whether they're learning about different types of spirits, exploring cocktail culture, or simply enjoying a shared love of fine drams. After more than 13 years in operation, wWw celebrates with more than 20 chapters across the country, as well as half a dozen chapters overseas. The Women Who Whiskey movement has even reached as far as Nairobi and Waterloo.
With 2025 poised to be a defining year in its journey. Here, Toffoli gives us a shot at learning more about her whiskey club, and how it came into fruition.
Give us more of a behind-the-scenes look at why you started Women Who Whiskey. What is your group’s underlying mission?
When I moved to New York in 2010, it was at the epicenter of the whiskey revival and speakeasy boom. You couldn’t walk a block without hitting a trendy new cocktail bar featuring a whiskey book. New to the city, I eagerly set out to explore what the city's whiskey scene had to offer. But as I immersed myself in the whiskey world as an enthusiastic novice, I was often met with condescending comments and made to feel excluded from what I quickly realized was meant to be a “man’s domain.” Whiskey drinkers were expected to already know everything about whiskey to be accepted, but I struggled to find a community where I could ask questions. Unsurprisingly, nearly all the women I met shared similar experiences.
What has been your biggest obstacle as a .club founder and digital entrepreneur?
This might sound like a humble brag, but our biggest obstacle has been rapid growth! There was so much interest in the concept that I scaled the organization a bit too quickly, without thinking through the operational considerations. I joke that we’re like a wooden cabin with a room added on, and a second floor built on top—without any central plumbing or electricity. We have more interest than ever in growing the club, but I’ve found myself needing to slow down while I sort out some very necessary (though not exciting) operational issues, like deciding which platforms to use and whether they integrate well with each other.
What has been the most rewarding aspect of launching Women Who Whiskey?
To me, the main benefit of Women Who Whiskey is the community. We are a truly diverse and welcoming club, with members of all ages, backgrounds, and interests. One thing I especially pride myself on is that women often come to our events alone—because they know there will be people to meet and talk to. I’m a pretty extroverted and active person, and I still usually bring a friend to an event where I don’t know if I’ll know anyone. So the fact that our members will often show up alone because they are so sure they’ll have a great time—that’s the ultimate vote of confidence.
Why did you choose the .club domain for Women Who Whiskey’s digital presence?
We chose Women Who Whiskey because it’s the name of our club, and we chose GoDaddy because it allowed us to have the .club domain, which was perfect. We’re not a .com or a .org—.club is the only thing that really felt like home for who we are as a community.
What is your advice for other .club founders and leaders?
Don’t be afraid to ask for help, and most importantly, don’t be afraid to hold the people who offer to help accountable! Maybe it’s an Eldest Millennial Daughter personality trait, but I often feel like I need to muscle through and figure things out on my own. But that’s silly when I have a community of incredibly bright and capable women who are eager to help. People don’t usually volunteer for things they don’t want to do, so when someone offers to help—believe them!
What has been the most important entrepreneurial lesson as a fast-growing digital platform?
Sit down and think strategically—not just about what you need now, but about what you will need in 2 or 5 years if all of your goals come to fruition. Build for the future, not just the present, or you’ll always be playing catch-up with your own success.