Brown-Forman launches ‘female-focused’ spirit

Brown-Forman is the latest drinks group to exclusively target the female market with a new low-abv spirit brand, called lbd.

Launching in the UK this month, the 20% abv spirit is designed to be enjoyed by women aged 19-24 while getting ready to go on a night out.

The brand is currently available as a three-strong flavoured range, consisting of: Peach & Raspberry, Apple & Cranberry and Lime & Watermelon, all of which are recommended to be mixed with lemonade.

“We have created lbd to tap into a global trend for lower abv drinks,” said Charlotte Ashburner, Brown-Forman area marketing manager.

“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.”

Lbd will initially be available exclusively at Asda supermarkets during the first six months of its launch at an RRP of £11.99, while pre-mixed cans are available on a two for £3 deal, or £1.85 each.

Last month, Heaven Hill launched Raven’s Lace Peachberry Whiskey – a new brand of flavoured whiskey aimed at female customers as an alternative to “macho” variants in the category.