Bacardi apologises for drinks range described as 'by women, for women'07/16/2020
Bacardi Limited has released a range of flavoured vodkas called Plume & Petal with marketing focusing on the idea that they are ‘by women, for women’.
The drinks come in three flavours – peach wave, cucumber splash and lemon drift – and contain half the alcohol of vodka.
So far, the Plume & Petal brand has only been launched in the U.S and is due to go on sale at the start of August.
In marketing materials sent out to journalists, they’re described as ‘spa-inspired, premium spirits with a delicate infusion of fruit, botanicals, tea and a hint of honey.’
But the brand has been criticised for the ‘gendered’ marketing, feeding into stereotypes.
Khushbu Shah, restaurant editor at Food & Wine, posted a screen grab on Twitter of an email which says: ‘Plume & Petal – Bacardi Limited’s first spirit design by women, for today’s modern woman, intended to be enjoyed with other women.’
Khushbu commented: ‘Ah yes just what I need in 2020! Gendered drinks with half the alcohol.’
Melissa Cole, author of the Beer Kitchen, added that gendering drinks is something she has spoken about before.
She said: ‘OMG this gives me proper, proper rage. They’ve tried this crap with beers over here loads and it has, rightly, crashed & burned every time.’
Shakirah Simley said: ‘“Delicate” “spa-inspired” “infusion of fruit” “today’s modern woman” “half the ___” – this ad copy is from a Crystal Light ad from 1995. How far we’ve come.’
Jess Levkoff said that while the drinks themselves appealed, the branding really put her off.
She posted: ‘This is totally up my alley except for the branding is horrible and now I probably will avoid all Bacardi brands. What even is this? Uggg.’
Following the discussion on social media, Bacardi has apologised for the language used in the release.
A spokesperson for Bacardi Limited told Metro.co.uk: ‘Plume & Petal is a trio of new, low-proof vodkas, infused with natural flavours, hitting shelves nationwide in the US on August 1.
‘Shelley Menze, our Senior Beverage Scientist, set out to redefine the drink experience for her and her friends when hosting them at home. What started out as a personal, passion project turned into a unique brand that addresses a broader demand for low calorie, low-alcohol alternatives.
‘That being said, we are aware of the conversations on social media around the use of gendered language in a pitch. We’re not proud of that, but we are proud of the female creators behind this product – unfortunately, a rarity in this industry – and we are proud of this great tasting drink.’
Do you have a story to tell?
Get in touch at [email protected]
Source: Read Full Article