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Bourbon brand slammed by trade over ‘sexist’ marketing tweet
Fkng Bourbon has been forced to respond to claims of sexist marketing and the objectification of women after a recent tweet attracted widespread criticism.
The brand was called out over a new marketing campaign that was accused of contributing to the objectification of women and perpetuating the archaic notion of whisky as a “man’s world”.
Leading spirits communicator and whisky journalist Besky Paskin told our sister publication, The Spirits Business:
“The objectification and sexualisation of women in any form of alcohol marketing has damaging, real-world consequences. This is particularly true in an industry such as whisky that has long been considered a ‘man’s world’.
“Not only does it undermine female authority, reducing us to little more than objects, it perpetuates an image of whisky being the elite drink of the gentleman’s club.
“The global whisky industry has progressed far beyond this kind of archaic, sexist marketing, so it’s incredibly disappointing to see a new brand enter the market with this stance.”
One tweet from the brand that has been heavily criticised is a since-deleted post that read “Be someone’s Bourbon rather than everybody’s cup of tea.” And featured a woman lying behind a bottle of Fkng Bourbon.
However, Greg Martinez, Jr, founder, president and CEO of Resist Spirits responded:
“Resist Spirits is a company that creates brands that are aimed at inspiring and motivating an ethos of achieving success; promoting a lifestyle of personal development; making one’s goals a priority; and, ultimately, celebrating victories and battles.
“In our ads and marketing materials we seek to promote images of strong, independent, confident, warrior-minded women and men. Many of our ads are created by women and women-owned companies. All are meant to exude this mindset in a classic, sophisticated, upscale way.
“We hope individuals will keep an open mind regarding our positive intentions and the spirit in which they are communicated.”
Read more: Five women in whisky