US

Liquor Companies Finally Target An Underserved Demographic—The Ladies

Liquor ads have traditionally targeted men, but these days, alcohol makers are putting a new emphasis on the ladies by creating products and gearing marketing specifically towards them.

Beam Inc., the company behind Maker’s Mark, Courvoisier and tons of other brands, and which recently spun off from its parent company to become a pure-play spirits company, is setting its sights on the female demographic.

The company recently purchased Skinnygirl, the bottled margarita label launched by reality TV star Bethenny Frankel, and launched a combination cognac-red wine product.

We recently sat down with Beam Inc. Chief Marketing Officer Kevin George to find out about the company’s recent pivot, new trends in the liquor world and tactics for reaching female consumers.

Produced by Kamelia Angelova & Robert Libetti

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