By Deborah Jackson, editor National Liquor News
Brown-Forman Australia has launched a new easy to mix, low ABV, low calorie vodka product at an accessible price point for young adult females.
LBD is aimed at 18- to 24-year-old female consumers and comes in three flavours: Lime Watermelon, Classic and Peach Raspberry. The new drink comes in sleek 500ml bottles, has a 20 per cent ABV and an RRP of $23.
Olivia Preston, brand manager – Casa Herradura, Chambord and Vodka at Brown-Forman, said: "The launch of LBD is being supported through the line with an exciting advertising campaign on YouTube, Facebook and Spotify specifically targeting 18- to 24-year-old females and the ‘getting ready to go out’ occasion.
“In-store the brand have a suite of striking point of sale, most notably a free standing yet compact display unit on which you can merchandise LBD alongside lemonade, really driving home our simple mixability message."