B-F TARGETS NEW BRAND TOWARDS WOMEN
Brown-Forman is introducing a new line of varietals geared towards women – a highly under-marketed demographic despite their disproportionate wine consuming trends. Entitled Little Black Dress Wines and running at $10 a pop, the brand comes in popular Pinot Grigio, Merlot and Chardonnay.
Brown-Forman will implement a modest marketing budged at local grocery accounts where women buy 80% of their wine, according to the Courier-Journal. Already the brand is in Ralph’s stores in California and in Publix and Kroger stores in other regions, and will be sold nationally in Wal-Mart come October.
Based on Coco Chanel’s little black dress, the bottle simply features an empty red hanger dangling from the word "Black" and a red pair of spiked heels near the bottom.
That way, women feel they are being marketed to but not forced to fit into a certain image, said a company spokesperson.
Brown-Forman will implement a modest marketing budged at local grocery accounts where women buy 80% of their wine, according to the Courier-Journal. Already the brand is in Ralph’s stores in California and in Publix and Kroger stores in other regions, and will be sold nationally in Wal-Mart come October.
Based on Coco Chanel’s little black dress, the bottle simply features an empty red hanger dangling from the word "Black" and a red pair of spiked heels near the bottom.
That way, women feel they are being marketed to but not forced to fit into a certain image, said a company spokesperson.
posted at 9:47 AM
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