In case you missed the headlines, last week Bethenny Frankel sold her bottled SkinnyGirl Margarita concoction to Fortune Brands. The reality star/diet guru/author and entrepreneur is not the only one trying to penetrate the female consumer segment as women’s alcohol consumption continues to rise, while men’s decreases.
Statistics reported by The L.A. Times last week show women have been ordering more drinks. Alcohol servings in restaurants to women increased 9% in 2009 and 3% in 2010, according to NPD Group, a market research firm, while servings to men decreased 4% in 2009 and 6% in 2010.
Ladies are the new face in the premium spirits landscape. Nuvo Sparkling Liqueur, the pink bubbly and popular nightclub elixir from Paris, just signed on Eva Longoria as a spokesperson while the folks at Diageo, who have whipped up a Godiva® vodka blend to satisfy our chocolate cravings, are running how-to-commercials, transforming female Do it Yourselfers into mixology goddesses. So what are the best brands you need to know about? Here they are in no special order of taste or preference:
1. Adult Chocolate Milk: If you liked YooHoo® growing up, you’ll love this line of alcohol spiked versions of this and other sweet childhood classics. Cocktail developer Tracy Reinhardt and savvy marketer and branding expert Nikki Halibur have teamed up to deliver Adult Chocolate Milk, Adult Orange Cream, Adult Fruit Punch and Adult Limeade – a line of nostalgic spirits that will take you back to a time and place when you had no worries in the world – we promise! The line is making headlines with placements in Rachael Ray Magazine, Cosmo and The L.A. Times, so if you spot a bottle, be sure to snag it!
2. Voli Light: Now here’s a treat for those of you who are in the habit of saving calories and allotting them to your cocktail consumption! Somehow the mixologists at Voli Light have managed to concoct a reduced-calorie vodka while maintaining its potency. With 25-40% fewer calories than most leading brands, Voli Light Vodka comes in an array of fruit flavours including Orange Vanilla, Pear Vanilla and Raspberry Coco – perfect for satisfying those sweet tooth cravings and taking the edge off of dieting.
3. Red Stag Cherry Bourbon: There are not too many ladies who can handle a stiff pour of whisky so the makers at Beam Spirits decided to stir things up a bit by adding a dash of black cherry goodness to soften up the mix. The results are a winning combination that is turning women everywhere into old time whisky drinkers. For those who cannot handle this one on the rocks, we’ve included some Red Stag recipes that will make it more palatable.
4. Purple Vodka: When rapper Li’l Kim became the face of the Three Olives® Vodka brand, purple turned into the cocktail colour du jour almost overnight. The company’s broad spectrum of flavour infused vodkas evokes the colors of a rainbow, including watermelon, pomegranate, mango and root beer!
Black Cherry Man-Cosmo
1 1/4 parts Red Stag by Jim Beam Infused Bourbon
3/4 parts DeKuyper® Sour Apple Pucker Schnapps
1 part Cranberry Juice
1 part Sweet & Sour Mix
Lime Wheel for Garnish
Pour 1½ parts Red Stag Jim Beam black cherry bourbon over ice in a highball glass. Fill glass to rim with cola.
Red Stag & Cola
3 parts Red Stag by Jim Beam Infused Bourbon
4 parts Cola
Pour Red Stag by Jim Beam into 16 oz. glass half filled with ice. Fill glass with cola, stir lightly and serve.