Liquor companies wooing women customers
Jun-27-2012

Maybe it's the ad's strikingly handsome spokesman dressed in fireman's gear. Maybe it's the fact that his shirt has a winsome habit of disappearing, revealing sculpted pecs. Maybe it's the beret-wearing kitten he chats with. In French.
Whatever the reason, you don't have to watch SauzaBlue Tequila's latest YouTube video long before realizing this is not exactly your father's liquor ad. Or your boyfriend's.
With millions of views, the "Make it with a Fireman" video launched this year has caused quite a stir. Brand officials say social media mentions of Sauza are up and the adorable blue-eyed kitten costar has built a fan base of its own.
On a broader scale, the ad reflects a slight shift in spirits marketing as some producers look beyond traditional male-oriented campaigns.
"Companies are realizing that women comprise a very heavy percentage of the cocktail-drinking community and I believe they are starting to speak more directly to women without the fear that they're going to alienate the male base," says Allison Evanow, one of the relatively few female executives in the spirits industry as founder and CEO of Square One Organic Spirits in San Francisco. "There's more advertising that is either targeted to women or at least is not quite as male-dominated."

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Posted by Ken at 1:43 AM - Link to this entry  |  Share this entry  |  Print