Bacardi US launch Plume & Petal - a vodka for women...

Robyn Black

Robyn Black

16 July 2020

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.

https://twitter.com/KhushAndOJ/status/1283418301553684485
https://twitter.com/KhushAndOJ/status/1283418301553684485

 

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.'

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