The move has not gone down well with its target market – here’s some of the best Tweets…
The new Plume and Petal range is described as, ‘spa-inspired’ and ‘Bacardi Limited’s first spirit designed by women, for today’s modern woman, intended to be enjoyed with other women.’
The three flavours (Cucumber Splash; Lemon Drift and Peach Wave) are all made with fruit, botanicals, tea and a hint of honey, are gluten-free and contain half the alcohol of standard vodka, according to the blurb. The brand has been launched in the US only.
News of the launch ignited Twitter with women accusing the firm of sexist marketing. We’ve picked some of the best below – at Imbibe we’ve thus far maintained a dignified silence. You know how we feel.
I think somebody in IT turned @BACARDI's calendars back to 1920.— The Grim Honker (@DeathOfGeese) July 15, 2020
The alcohol free, low ABV and mindful drinking movement is a real, important space for both consumers as small brands (like us) but this sh*! just makes us all look bad 🙄— Kashmiri Tea House (@KTHColdBrew) July 15, 2020
Can’t think of any women in my life who would go for half the alcohol as a selling point. As for the petal infusion crap ...— Bingley Brewery (@BingleyBrewery) July 16, 2020
Lmao @BACARDI how many white men did it take to think up this genius idea? (And how many of them came over from Bic for Women?)— Chef Jenny Dorsey (@chefjennydorsey) July 15, 2020
Also, who hasn't gotten a spa treatment and thought "boy I wish I could just drink this instead?"— Zach Geballe (@zgeballe) July 15, 2020
According a report in the Metro paper, Bacardi has now apologised for the move, telling them: ‘Shelley Menze, our Senior Beverage Scientist, set out to redefine the drink experience for her and her friends when hosting them at home. What started out as a personal, passion project turned into a unique brand that addresses a broader demand for low calorie, low-alcohol alternatives. ‘That being said, we are aware of the conversations on social media around the use of gendered language in a pitch. We’re not proud of that, but we are proud of the female creators behind this product – unfortunately, a rarity in this industry – and we are proud of this great tasting drink.'