Feminism is no longer a dirty word

Writer and activist Gloria Steinem speaks in November during an Equality Now event in Los Angeles. Steinem helped usher in the women's liberation movement during the 1960s and 1970s, and she remains one of its most outspoken and visible symbols.

A portrait of Steinem circa 1970. In 1971, she co-founded Ms. magazine, the first magazine to be created and operated entirely by women.

Steinem, left, helps hold up an image of the My Lai Massacre during a 1970 march down New York's Fifth Avenue.

Steinem is featured as "The New Woman" on the cover of Newsweek in 1971. She was increasingly seen as the spokeswoman of the women's movement, although the headline to the story inside -- " A Liberated Woman Despite Beauty, Chic and Success" -- showed there was still a long way to go.

Steinem speaks at the 1972 Democratic National Convention in Miami, where she nominated Frances "Sissy" Farenthold for vice president. Steinem co-founded the National Women's Political Caucus, which works to increase the number of women in the political field.

Steinem, left, and Jill Ruckelshaus listen to a question during their appearance on NBC's "Meet the Press" in Washington in 1972.

Steinem presents presidential nominee Jimmy Carter with a copy of Ms. magazine in 1976. The magazine featured Carter's mother on the cover.

Steinem looks over a copy of Ms. magazine at her desk in 1980.

From left, fashion designer Diane von Furstenberg, Steinem, activist Bella Abzug and Barbra Streisand attend a 1981 benefit in Streisand's honor for Women USA.

Steinem walks with writer Maya Angelou on their way to the March on Washington on August 27, 1983. The event commemorated the 20th anniversary of Martin Luther King Jr.'s "I Have a Dream" speech.

Steinem, right, poses with actress Kirstie Alley at the Ms. magazine offices in 1984. Alley played Steinem in "A Bunny's Tale," a 1985 TV movie based on Steinem's experience going undercover to work as a Playboy bunny in 1963. After her undercover work, Steinem wrote an expose about the poor pay and working conditions.

A police officer arrests Steinem in 1984 during an anti-apartheid protest outside the South African Embassy in Washington.

Steinem applauds first lady Hillary Clinton at Clinton's address to the New York Women's Agenda in 1995.

Steinem poses with Gloria Feldt, former president of Planned Parenthood, at a reception in 1999. The event celebrated the relaunch of Ms. magazine by Liberty Media for Women.

Steinem holds up a copy of her book "Enslaved" as she speaks during a 2007 protest on the steps of the state Supreme Court in Albany, New York.

Librarian of Congress James Billington awards Steinem a Living Legend medal during the Library of Congress' 200th birthday party in 2011.

Steinem is presented the Presidential Medal of Freedom by President Barack Obama at the White House in November. It is the nation's highest civilian honor.

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• The face of feminism, Gloria Steinem, turns 80 on Tuesday


• Carol Costello says feminism is popular with young women, who reject stereotypes


• Rush Limbaugh railed against Sandra Fluke, but his jibes cut little weight with many, she says


• Young women see the value in speaking out against gender bias, she says

Editor's note: Carol Costello anchors the 9 to 11 a.m. ET edition of CNN's "Newsroom" each weekday.

(CNN) -- Happy birthday, Gloria Steinem!

The "Face of Feminism" turns 80 Tuesday, and guess what? Feminism seems to be turning the corner -- again. Many young women are now embracing the term and rejecting the notion that feminists are hairy, ugly, man-hating, angry women.

Heck, even Beyonce appeared on the cover of Steinem's magazine, Ms., last year.

And lest critics point to Beyonce's overt sexuality as evidence of her hypocrisy, this year Queen Bey took it a step further and wrote an essay for "The Shriver Report: A Woman's Nation Pushes Back from the Brink." In it, Beyonce Knowles-Carter (note the hyphenated name!) proclaimed that "gender equality is a myth!" She went on to write, "the average working woman earns only 77 percent of what the average working man makes. But unless women and men both say this is unacceptable, things will not change."

A few years ago, Emma Watson told People magazine of her "Harry Potter" character, "Hermione's not scared to be clever. I think sometimes really smart girls dumb themselves down a bit, and that's bad." Watson added she's a lot like Hermione: "I'm a bit of a feminist. I'm very competitive and challenging."

That's not to say all young women feel the same. Or certain older men.

5 reasons why we love Gloria Steinem

Gloria Steinem: Medal of Freedom honoree

The names Betty, Gloria and Shirley probably come to mind when most think of feminists, but there's a whole group of young women -- and men -- who are working toward equality. Here is a short list -- who would you add? Tweet us @CNNLiving with #fem2. Malala Yousafzai is a Pakistani student and education activist, who gained international attention after she was shot in 2012 by Taliban gunmen. "I want to become a prime minister of Pakistan," she said, saying it could make her "the doctor of the whole country."

Journalist Gloria Steinem poses with Kierra Johnson at the Ms. Foundation's Women of Vision 2013 Gala earlier this year. Johnson, the executive director of Choice USA, an abortion rights organization, has worked to mobilize youth around reproductive justice.

There's been no shortage of ink written on Tavi Gevinson, the wunderkind founder and editor-in-chief of the online magazine, Rookie. In her 2012 TEDtalk on feminism, she spoke about women in media: "What makes a strong female character is a character who has weaknesses, who has flaws, who is maybe not immediately likable, but eventually relatable."

Samhita Mukhopadhyay is is a feminist writer, speaker and digital strategist. As the former executive editor of Feministing.com, she also wrote "Outdated: Why Dating is Ruining Your Love Life." Now, she works as a senior strategist at Purpose developing digital campaigns for girls and women.

Sammi Siegel, Emma Axelrod and Elena Tsemberis are three New Jersey teens who petitioned to get a female moderator for the 2012 presidential debate. CNN's Candy Crowley was named a moderator for the second debate, in which wage parity became an issue.

Gaby Pacheco, an immigrant rights leader and director of the Bridge Project, left, was accompanied by Janet Murguía, president and CEO of the National Council of La Raza, when Pacheco testified before Congress about the DREAM Act.

Jamia Wilson is the executive tirector of YTH -- Youth Tech Health -- an organization that advances youth health and wellness through technology. She's been named one of faces of the future of feminism and was part of a co-founding leadership committee member of SPARK Movement.

Shelby Knox was featured in a documentary that chronicled her teenage activism for comprehensive sex education and gay rights in her Southern Baptist community. She has been an activist for 10 years, and works at Change.org on campaigns for gender justice.

Sunny Clifford is advocate for reproductive health and justice and petitioned for Native American women's access to emergency contraception. She was featured in the documentary "Young Lakota."

Jill Adams is the executive director for the Center on Reproductive Rights and Justice, and formerly led the Law Students for Reproductive Justice.

Photos: Feminists of the future

Rush Limbaugh perverts the word "feminist" all the time. He likes to call his targets "feminist extremists" and "feminazis."

In 2012, Limbaugh took on Georgetown law student Sandra Fluke. She testified before Congress about the need for her Jesuit university to provide contraception insurance coverage for female students.

She even admitted to being an "American woman who uses contraceptives." Oh, my!

Limbaugh promptly labeled her a "feminazi" and a "slut."

Or to quote the big man himself, "So, Ms. Fluke and the rest of you feminazis, here's the deal. If we are going to pay for your contraceptives, and thus pay for you to have sex, we want something for it, and I'll tell you what it is. We want you to post the videos online so we can all watch."

It so evokes Bobby Riggs, right? A pro tennis player who, on September 20, 1973, challenged Billie Jean King to a tennis match because "the best way to handle women is to keep them barefoot and pregnant."

Happy 80th, Gloria Steinem

Courtney Martin, who co-edited Feministing.com -- a widely read and influential feminist blog -- and author of "Perfect Girls, Starving Daughters," says many young women have been afraid of the word "feminist" because it's been the target of a powerful smear campaign for decades. But, thanks largely to the Internet, smears like Limbaugh's are losing their power.

At Feministing.com, she says, "we get mail from teenaged girls in the middle of Iowa who say ... 'I stumbled on your site and realized feminism isn't about man-hating and Birkenstocks.' " It's actually "kind of cool and counter-cultural."

Wow. Really? Martin says yes. Because today's feminist movement realized it had to embrace aesthetics. Beauty and fun and relationships matter, too. So does the cool factor. Jon Stewart, anyone? Stewart has a cultural agenda, he's cool, and young people follow him in droves.

Jessica Valenti, an author sometimes described as a feminist evangelist, says that when she delivered talks on feminism on college campuses a few years ago, one or two hands went up when she asked who considered themselves a feminist. Today, she says, "now almost all of them do."

And, says Martin, it's not just because of "cool" or contraception or abortion rights. It's because of a more evolved definition of feminism.

"Feminism means a fight for others," Martin said. It's about living a "feminist life." That means equality for everyone: women, children and, yes, men. That includes advocating on issues like immigration, human trafficking and so much more.

Perhaps Lena Chen, an activist and media commentator for Salon, Glamour and her own blog, put it best. "In my lifetime feminism has evolved far beyond the binary identity politics of women vs. men," she wrote in an e-mail. "To me, feminism is one part of a larger global movement for liberation. Gender norms dictating how you ought to behave, dress, marry, or work are oppressive regardless of what body you inhabit or how you identify yourself."

She says social media have helped many young activists in her generation speak with powerful voices.

They no longer need one "figurehead" in "order to create change."

They just need each other.

So, happy birthday, Gloria. On your 80th birthday, feminism has indeed turned a corner. We'll have to see how far it has gone when you turn 90. Or 100.

Follow us on Twitter @CNNOpinion.

Join us on Facebook/CNNOpinion.

The opinions expressed in this commentary are solely those of Carol Costello.

Rival empires of Japan whiskey

Located in a mountain forest, surrounded by bamboo groves, Suntory's Yamazaki distillery offers one of Japan's most interesting tours. Using copper pot stills of different shapes and sizes, Yamazaki is able to produce a variety of single malt whiskeys from a single distillery.

Yamazaki's legendary water was the reason Suntory founder Shinjiro Torii decided to build a distillery here. Designated one of the best mineral waters in the country, Yamazaki's crisp, delicious water has its own tasting corner at the distillery.

At the start of the tour, visitors can taste three of Yamazaki's signature whiskeys for free.

In the bar, samples start from ¥100 ($1). The bar, tables and chairs are made from old whiskey barrels.

At the gift shop and bar, visitors can buy or sample whiskeys only available on site, in addition to Suntory's standard offerings and whiskeys from around the world.

In contrast to sunny Yamazaki, Nikka's Yoichi distillery is located in chilly Hokkaido.

Regarded as the godfather of Japanese whiskey, Masataka Taketsuru built his distillery in Yoichi, as it has a similar climate to Scotland. The house where Taketsuru lived with his Scottish wife, Rita, whom he met while studying whiskey making in Scotland, still stands (pictured).

Rita followed her husband from Scotland to Japan in 1920. The caption on this display at Yoichi reads: "While Taketsuru was there, he met a woman who had large expressive eyes. This woman was Rita Cowan and after several meetings they fell in love."

The bar at the Yoichi distillery also stocks rare whiskeys only sold or sampled on site, including a variety of single cask whiskeys.

Inside the tasting room at the end of the Nikka Yoichi tour visitors can sip samples while enjoying the serene view.

• Japanese whiskeys are being judged among the best in the world


• A Japanese whiskey pilgrimage starts at Suntory's Yamazaki Distillery


• Nikka's main distillery is in a stone fortress in Yoichi, Hokkaido


• At both distilleries, visitors can buy rare whiskeys only available on site

(CNN) -- The first thing offered to me at Suntory's Yamazaki whiskey distillery -- the birthplace of Japanese whiskey -- is a glass of water.

It's so delicious it comes as a shock.

Even before the reason is explained to me, I'm asking: why does it taste so crisp, so different?

Yamazaki is celebrated for its pristine water.

The distillery is surrounded by beautiful bamboo forests on a mountain -- they must be getting to my brain.

It turns out the water in the area is the reason the first whiskeys in Japan were distilled here.

"The distillery was built here almost 100 years ago for the legendary water," says Makoto Sumita, who's been with Suntory for 20 years, as we walk past a pond to the tasting room.

Drawn from deep mountain wells and designated one of the best mineral waters in the country by Japan's Ministry of the Environment, Yamazaki's water is also reportedly the inspiration for the legendary Japanese tea ceremony that originated centuries ago.

These days, it's used to make some of the most remarkable whiskeys on the planet.

For some, Japanese whiskey even trumps Scotch as the go-to after-dinner dram.

MORE: The 8 fiery hells of Beppu, Japan's hot spring capital

Secret's out

Any serious whiskey drinker is likely to recall, with perfect clarity, where and when they had their first taste of Japanese whiskey.

My first was a Hibiki 17, on a first date in Hong Kong two years ago (I was latecomer).

From the first sip, I loved how approachable it was, with hints of sweet fruit mingled with the oak.

For most drinkers, the draw of Japanese whiskey isn't just that its smoother, complex taste belies its years -- it's the allure of being let in on something rare and refined.

"Drinkers seeking new flavors and tastes are increasingly turning to Japan for new drinking experiences," says Whisky Magazine editor Rob Allanson.

"There are some whiskies that have become esoteric, like the Karuizawa, which are hard to obtain and represent a holy grail for drinkers and collectors."

"People who care about what they drink want something more interesting, not just the same selection (available at) any duty free store," says Richmond Lee, owner of Nocturne, the latest high-end whiskey bar to open in Hong Kong's trendy Central district.

Despite a prominent display of Scotch (Nocturne stocks 150 different whiskeys), Lee says his customers overwhelmingly seek out Japanese selections.

MORE: Welcome to Kumano, brush-making capital of Japan

Yamazaki's free tasting samples.

"What really surprised me was that female customers comprise a third of my clientele and they drink Japanese whiskey straight," says Lee.

"I think it's because it's more smooth and sweeter than Scotch. And from a value perspective, with Japanese whiskey you don't need to go for an older vintage to get quality."

Out-Scotching Scotch

Thus is the world of whiskey being shaken.

The 21st-century ascendancy of Japanese whiskies recalls the Judgment of Paris, the 1976 blind-tasting wine competition in which California wines were rated the best in every category for the first time, sending shock waves throughout the Francophile wine world.

For the past decade, Japanese brands have begun to outrank Scots labels, a similarly unimaginable phenomenon.

It started in 2001, when Nikka's Yoichi 10 was named "Best of the Best" by Whisky Magazine.

Then the Yamazaki 12 won gold at the International Spirits Challenge in 2003.

Since then, Japanese whiskeys have consistently taken home medals at most major tasting competitions.

At the International Spirit Challenge 2013 held in the UK, Suntory was named "Distiller of the Year" for the third time and its blended Hibiki 21 Years Old won the Trophy prize, the highest award in the competition's World Whiskeys category.

Though in terms of global sales Japanese whiskies amount to barely a drop in the glass -- none are among the world's ten best selling brands -- Japan's top distillers have seen a steady increase in production and exports since at least 2006, with Suntory expecting to double its overseas exports by 2016.

The bartender at Nikka's Whiskey Club says he doesn't have a favorite. He loves them all.

Archrivals of alchemy

Hibiki.

Yamazaki.

Hakushu.

Yoichi.

Taketsuru.

Miyagikyo.

The most highly regarded Japanese whiskeys (the exception being Ichiro's Chichibu) are produced by the distilleries of Japan's great rivals, Suntory and Nikka.

Suntory is the reigning king to Nikka's scrappy underdog.

This year's $16 billion purchase of Jim Beam made Suntory the world's third-largest distiller; meanwhile Nikka's exports reportedly grew by 18 times between 2006 and 2012.

Both Suntory and Nikka began making whiskey in the same place -- the Yamazaki distillery, built in 1923.

MORE: Japanese cuisine by region -- which is best?

This is where Suntory founder Shinjiro Torii hired Masataka Taketsuru, the godfather of Japanese whiskey, to set up the country's first whiskey distillery.

Taketsuru had gone to Scotland to learn the craft of whiskey making, and returned to Japan with a Scottish wife.

After 10 years with Suntory, Taketsuru left to build his own whiskey empire in Yoichi, Hokkaido, in a climate he preferred for its similarities to Scotland.

Japanese whiskey tour

My Japanese whiskey pilgrimage begins from the Yamazaki station, with a 25-minute scenic train ride from Osaka.

The countryside along the route is dotted with traditional houses and bamboo groves.

The heady aroma of whiskey mingles with the clear mountain air.

Unlike the bastions of Scotland's finest, the Yamazaki distillery is one of the few in the world that can produce a variety of whiskeys from the same distillery, thanks to the different shapes and sizes of the distillery's pot stills.

MORE: A traveler's guide to Scotland's best whisky region

In the factory shop, visitors can purchase whiskeys only available on site.

With its 3,000 casks, the storage room is the most impressive sight on the distillery tour.

In the Japanese tradition of obsessive and innovative craftsmanship, the wood used in these casks has been the subject of extensive experimentation.

While 200-year-old American white oak has traditionally been the wood of choice, Yamazaki has also introduced virgin Mizunara (Japanese oak) barrels to give aromas of kara (incense) and sandalwood.

The tour finishes at the beautifully rendered whiskey library, bar and gift shop where visitors can purchase varieties sold only on site -- including extremely rare single cask whiskeys -- in addition to the usual Suntory offerings.

The Winterfell of Japanese whiskey.

Onward, to the north

Two days later, I'm on my way to Nikka's main distillery in snowy Hokkaido, the northernmost of Japan's four main islands.

What a different world it is.

The train ride to the Yoichi distillery is a stunning journey, past snow-dusted forests and white mountains, with the train running perilously close to the sea.

At tiny Yoichi station, which has been blasted by alarming snowfall, only a handful of people get off.

The Nikka headquarters are as different from Suntory's as a building can be -- a stone castle, with its own European-style insignia carved into the entrance.

It's the Winterfell of whiskey distilleries -- stark and gray and empty.

The focus of the tour is emphatically on Taketsuru's astonishing story.

Photographs, journals, maps of Scotland, even snatches of tartan are displayed with detailed captions explaining how they influenced Nikka's founder.

READ: Toyota Kaikan: Inside one of the world's most fascinating factory tours

Unlike the light, modern feel of Suntory's bar, Yoichi's bar looks like an old boys' club, with mahogany finishes and mood lighting.

I take a whiff of the rare single casks that can only be bought here.

Their scarcity makes then pricey compared with many older blends.

Single Cask Yoichi 20 (500 ml) is ¥15,000 ($147), while Single Cask Yoichi 15 (500 ml) sells for ¥10,000 ($98).

While a Nikka whiskey may be closer to Scotch than say, a Yamazaki, Japanese whiskeys are still much sweeter and more fragrant than their overseas counterparts, with even the most peaty varieties still balanced.

Drinkers of Islay Scotches might enjoy the Single Malt Yoichi Peaty and Salty available at the distillery.

I end up purchasing a bottle for ¥6,500 ($64).

MORE: Tasmanian whiskey: On a top-shelf mission

Grand finale

The highlight of the tour is the airy, open tasting room, where each visitor is given three samples of Yoichi's most popular whiskeys.

Setting down my tray next to the window, I look out at untouched fields of snow-covered trees and take my time sipping.

I've been traveling to Japan since I was a child -- of all the onsens and sushi restaurants and shopping forays and mountain walks I've done and loved, I have to say, this is my absolute favorite Japan experience.

Until my next visit, anyway.

Suntory Yamazaki Distillery , 5-2-1 Yamazaki, Shimamotocho, Mishimagun, Osaka, Japan; +81 75 962 1423; 9:30 a.m.-5 p.m., closed New Year's holiday and during plant shutdowns; free guided tours in Japanese; free audio guides available in English, Chinese and French.

Nikka Yoichi Distillery , 7-6 Kurokawacho, Yoichimachi, Yoichigun, Hokkaido, Japan; +81 135 23 3131; 9 a.m.-5 p.m.; closed Christmas and New Year's holiday; free guided tours in Japanese, visitors can do a self-guided tour with free English maps.