Brown-Forman coming out with vodka collection under its Little Black Dress Label, looking to court women by launching new flavors that can be mixed with low-calorie beverages
February 24, 2012
– Brown-Forman Corp. is coming out with a vodka collection under its Little Black Dress Label, looking to court women by launching new flavors that can be mixed with low-calorie beverages, MarketWatch reported Feb. 22.
The entire collaboration of the new vodka products — advertising, public relations, packaging, production and legal roles — has been taken on entirely by female Brown-Forman employees.
Maureen Brekka, senior vice president, North America region marketing director for Brown-Forman, said the company began to develop the concept during a meeting for Little Black Dress wines when discussing how that brand had been connecting to consumers.
Brown-Forman sold its wine portfolio last year to Chilean wine maker Concha y Toro but retained the Little Black Dress trademark. The company is in the process of rolling out Little Black Dress vodka, which is hitting shelves nationally over the next few months. The company is selling a non-flavored vodka under the line, as well as three flavors: pineapple honey, black cherry vanilla and blueberry pomegranate.
The primary source of this article is MarketWatch, New York, New York, on Feb. 22, 2012.