Companies need to learn. Activism is bad for profits. "For the Dolls" whisky Milroy's of Soho.

[lechiffre55]

Blurb from the product page.

"The idea came from whisky writer Kristiane Westray in April 2025, following the UK Supreme Court’s damaging and transphobic ruling on the definition of gender. For The Dolls is a powerful statement that whisky is for everyone, including the trans+ community. That’s why it’s best served alongside writing to your MP, donating to fundraisers and protecting the dolls at all costs. Because a world without trans people has never existed and never, ever will,"

Goodbye Milroy's. I liked buying whisky from you when that was your purpose, but I'll be buying from other places now.

milroysofsoho.com/products/dailuaine-13-year-old-2012-for-the-dolls-54-2-70cl-10563778

"Kristiane Westray is a Brighton-based whisky writer..."

Well, knock me down with a feather

What was "damaging" about the SCR? Why aren't companies celebrating keeping their daughters/mothers/wives/neices etc safe?

Fuck you https://www.facebook.com/milroysofsoho

Are all the trans men happy to be referred to as "dolls"?

Or is it perhaps only one type of trans people that we need to protect?

Can’t speak for anyone else, but as a woman who never liked dolls much and absolutely finds the use of the word doll for women as grim, with horrible implications that women are either glamorous or baby-like, I’d say there is more to backfire in using that slogan than there is in just expressing support for so-called “trans” people.

Really they could not have chosen a more sickening slogan if they tried.

The very top post on their FB is promoting this product with a lot of the blurb pasted there, although I notice they don't have the words "UK Supreme Court’s damaging and transphobic ruling on the definition of gender". Maybe a bit too fruity to post on FB

Wasn't the Supreme Court's ruling of the definition of the word sex with regards to the Equalities Act 2010 not gender? I suppose we should be used to the language being butchered by now.

Your thread title says it all really.

@PriOn1
I suspect use of "Dolls" is a part of the Spanish Airport Syndrome.

Why do they think we don't know trans people have "existed" for ages. The only difference between ages ago and now is that we weren't told we had to call them different things.

Excellent point, PriOn1.

And as someone who loved dolls as a child, who saw them as my children and who bought them for DD, DN (and nephew cause I believe boys should learn to be good fathers if they want to have children), I find the sexualization of dolls very, very grim.

Dolls are primarily children's toys, and when not most often are benign nonsexual collectibles for adults (like people who collect vintage Barbies or antique porcelain dolls). 'Protect the dolls' is taking an innocent type of object and sexualizing it in a very misogynistic way.

Seeing it makes me cringe the same way that porn has ruined the word 'Daddy' for my teen DDs.

I’ve always found dolls deeply creepy, but yes I take your point about the objectification.

Interesting history to the company.

On the web page linked to in the OP, the strapline is Milroy's Whisky Specialist Est. 1964. Clicking on the "Shop" button we get this:
"3 Greek Street is more than just a whisky shop; it’s a piece of Soho’s rich history. As the world’s oldest whisky shop, its name has evolved over six decades, but its reputation for quality and craftsmanship has remained constant. The name 3 Greek Street was inspired by the bold "No. 3" on our historic entrance door - a symbol that has stood the test of time. Since opening in 1964 as Soho Wine Market and later becoming
Milroy’s..."

According to Companies House there was a company with a succession of names -
WHISKEY 3 LIMITED incorporated 13 June 1979
and dissolved 12 May 2015, MILROY'S OF SOHO LIMITED period 25 Sep 2014 - 31 Mar 2015, and Jeroboam's Vintages Ltd , incorporated on 23 September 2014 and dissolved on 4 October 2016.

There was also one called Milroy's 1964 Ltd, incorporated on 15 September 2022 and dissolved in 16 May 2023.

I can't find details of any current company called Milroy's of Soho or 3 Greek Street at Companies House, and there's no company number that I can see on the website.

Oh FFS 🤦‍♀️ now women can’t even have a glass of bloody whisky 🥃 (or whiskey assuming it’s made in England).

Many other whisky vendors are available...

..and protecting the dolls at all costs.

Protecting men dressed in sexualised ‘female’ outfits from what? And ‘at all costs’ - how far are they prepared to go on this?

As pp points out - what about the trans identifying females aka ‘transmen’? They are statistically at significantly more risk of sexual assault than the men.

Because women are just inanimate objects for dressing up and playing with, didn't you know that?

Maybe they’re not a company?

An evolving list of bars and visitor centres that affirm Trans+ people:

https://www.kristianewestray.com/the-share/introducing-safe-space-whisky

"Back in April the UK Supreme Court UK delivered its verdict on the legal definition of a ‘woman’. According to the majority-men court, and against literal science, ‘gender’ in the Equality Act refers only to the binary biological sex assigned to someone at birth. The case itself was brought by a group that believes, based on totally unfounded tropes, that the existence of trans people somehow harms cisgender* women."

I assumed the first time I heard trans identified people being described as dolls that it was emphasising how they were just playing at being women, not that it was a label they liked having.

Someone doesn’t understand the Equality Act or the Supreme Court ruling. Or anything, really.

Or what a lesbian is. Despite being a lesbian.

Quote: We all have women in our lives. We know what makes someone a woman.

Well, you clearly don't, Kristiane!

You can anonymously leave your feedback and rate them on facebook

That quote manages to pack an amazing amount of fuckwittery into just two sentences!

Not rational I know, but the fact this For The Dolls whisky from Soho is 13 years old just makes it feel even ickier.

The price of this and those Protect The Dolls t-shirt rather underline the luxuary beliefs argument.

Also

’Cis’ or ‘cisgender’ are terms that describe people whose gender ‘aligns’ with the sex they were assigned at birth. These terms are not slurs and do not carry any negative connotations.

You might want to ask the people who are being thus described before confidently stating they are not slurs.

The company is Cask Industries Ltd.

Company details are hidden away in the terms of service.