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."  

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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