It’s only taken 216 years of marketing almost exclusively to the male market for drinks firm, Beam, to realise that they’re missing out on 50 per cent of the population. To this end, global marketing chief, Kevin George, put his team to discovering just what the company is missing out on.
In 2009 they introduced Red Stag – a Jim Beam Bourbon infused with black cherry. And guess who the main drinkers were? You got it, women.
Keen to investigate the reasons for this, George said,
“We wanted to understand the emotional reasons women drink wine or spirits. While women make up almost half of spirits drinkers, they consume just a quarter of the volume sold”
So they began to market their tequila towards women in particular, which proved to be a huge success.
Since then, Beam has purchased Skinnygirl Cocktails, and we can look forward to these, along with Pucker Vodka and another product coming onto the market very soon. And the most exciting one is a cognac!
Courvoisier Cognac infused with red wine will soon be hitting the shelves, bars and clubs. So ladies, this one’s for you!