Brown-Forman is targeting female consumers with the launch of Little Black Dress Vodka, designed to capture the essence of what women want in a cocktail: fuss-free and flavourful but with an eye toward calorie count.
The range comes in four flavours – classic, pineapple honey, blueberry pomegranate, and black cherry-vanilla – and contains 90 calories per 1.5 oz serving (the range can be viewed in detail through our unique Moodie Magnifier below).
US domestic distribution begins mid-January 2012; each 750ml bottle retails for US$13.99.
“Designed By Women, For Women”
Backed by a team of women who created vodkas they‘d want to sip, Little Black Dress Vodka prides itself as a fully female collaboration – from concept and product innovation, brand management to legal, production and finance.
Brand Director Laura Webb said: “Too many people are intimidated by complicated cocktail recipes and ingredients. We wanted to design a brand all about women, accentuating ease and superb taste. We also realise a lot of women are mindful of the calories in cocktails, so when creating the Little Black Dress Vodka we wanted to provide excellent flavours that wouldn’t require a lot of high calorie mixers, but rather taste great straight up or with only a few simple low-calorie ingredients.”
Designed with a woman’s palate in mind, Little Black Dress Vodkas’ smoothness and flavour are achieved by a meticulous, high-quality process, according to Brown-Forman. The vodka begins as a neutral spirit and is then triple distilled to remove any harsh notes. Natural ingredients are then added to the flavoured offerings; natural sugars bring the proof to 65. Little Black Dress Vodka can be served neat or dressed up with one or two readily available ingredients.
Dress for Success Worldwide
Little Black Dress Vodka will kick-off its charitable partnership with Dress for Success Worldwide in celebration of the charity’s 15th anniversary with 15 parties in 15 cities nationwide. The events invite women to celebrate, bringing along a nearly-new but much needed career-appropriate handbag to donate to Dress for Success and donate US$15 to their local Dress for Success affiliate.
For women not in one of the 15 select cities, Little Black Dress Vodka e-vites women to host their own “˜don and donate’ parties – donning their little black dresses (LBDs) at Little Black Dress Vodka handbag-swap cocktail parties. In return, Little Black Dress Vodka will donate US$5 for every guest e-vited to a “˜don and donate’ party to Dress for Success Worldwide, up to US$35,000, with a guaranteed minimum donation of US$25,000.
Celebrity Little Black Dress auction
Little Black Dress Vodka is partnering with Little Black Dress Wines for the sixth annual Little Black Dress Celebrity LBDs and Signed Bottles Auction. Launched in 2007, the auctions have been supported by numerous celebrities, raising more than US$140,000 for women’s charities.
Last year’s LBD donors included Lea Michele, Rachael Ray, Keyshia Cole and Khloe Kardashian while Natalie Portman, Mila Kunis, Halle Berry and Anne Hathaway among others autographed bottles of Little Black Dress Wine. According to Brown-Forman, the 2012 auction is “already off to a great start” as some of Hollywood’s hottest stars are donating LBDs, including Scarlett Johansson, Sienna Miller, Denise Richards, and Garcelle Beauvais.
