Plume and Petal hires Daphne Oz

Bacardi-owned Plume and Petal has named American television host Daphne Oz its new brand ambassador for its low-alcohol range of ‘vodkas’.

The low-ABV Plume and Petal ‘vodka’ range launched in 2020, and is made with “half the alcohol of a standard vodka” at 20% ABV. The range is available in three flavours: Cucumber Splash, Peach Wave and Lemon Drift.

The partnership with Oz will be a multi-platform campaign, featuring a digital content series with cocktail and food recipes.

“Making good choices and using flavourful ingredients that embrace the deliciousness of life is incredibly important to me, which is why I’m so thrilled to be collaborating with the brand on this initiative,” said Oz.

In spring this year, the low-ABV brand will be releasing a limited edition cocktail kit in collaboration with Oz.

“I can’t wait to share all the goodies I’ve been cooking up, and how they can be paired with delicious Plume and Petal cocktails that are easy to prepare at home to savour and maximise the moment,” Oz added.

The food and wellness expert will share her approach to food pairing with cocktails such as the Plume and Petal Peach Wave Spritz, which mixes the brand’s Peach Wave with club soda, plus Pink Flamingo, which combines Plume and Petal Lemon Drift, Chambord liqueur, and lemon.

Jennifer Pisciotta, global vice-president, acceleration brands at Bacardi, said: “As consumers view wellness through a broader lens and are looking for more ways to have a balanced lifestyle, we are thrilled to be teaming up with Daphne Oz to bring our consumers new ways to practice mindful drinking.

“As a professional and a parent who juggles myriad responsibilities, Daphne is the perfect collaborator to show people how they can find balance while still enjoying themselves.”

In July last year, owner Bacardi revealed that it was “not proud” of the gendered marketing used to promote the low-ABV vodka range, after facing criticism on social media.