New spirit targets girls’ night out

Brown-Forman has launched a direct appeal to younger female consumers with its new fruit-flavoured, vodka-based spirit brand called “lbd”.

Developed and released in the UK, the brand features a “light and tasty” range of three flavours: peach & raspberry, apple & cranberry, and lime & watermelon, all recommended to be mixed with lemonade.

This serving suggestion, combined with the lbd’s 20% abv represents a nod to the growing market for lower calorie drinks, as well as the political manoeuvres in favour of lower alcohol products.

With these flavours and style, the brand is aiming to appeal primarily to 19-24 year old women getting ready with friends for a night out.

Charlotte Ashburner, area marketing manager for Brown Forman, explained: “We have created lbd to tap into a global trend for lower abv drinks. Our target female consumer is both savvy with what they consume and how they spend their money. We’re delivering a refreshing flavoured spirit with a 20% abv at a price they will also like.”

Available for a six-month exclusive period through Asda, the 50cl bottles carry an RRP of £11.99. A pre-mixed version is also on sale through a permanent two for £3 offer and there are plans to support the launch with a media campaign, as well as in-store marketing support.