Skinnygirl® Cocktails Debuts How to ‘Drink Like A Lady™’

New Advertising Campaign for the Fastest Growing Ready to Serve Cocktails Brand Encourages Ladies to Entertain All Their Options

DEERFIELD, Ill.--()--Skinnygirl® Cocktails, the brand that has re-energized the way women cocktail and define themselves, today is launching its all-new advertising campaign, “Drink Like A Lady,” including its first-ever national television commercial. The campaign makes its debut at the same time that the brand’s new and expanded product offerings, including Skinnygirl Vodka with Natural Flavors, Skinnygirl The Wine Collection and new ready-to-serve cocktails, have hit retail locations nationwide.

“The Skinnygirl Cocktails' new ‘Drink Like A Lady’ campaign is about understanding women. They know what they want, how they like it, and the art of socializing should be on their own terms. They've earned it!" says Bethenny Frankel, Skinnygirl Cocktails founder, entrepreneur and creative driver of the campaign. “This brand, and the new campaign, is about reinventing the art of cocktailing. This is only the beginning. Expect the unexpected. "

The multi-million dollar 360-degree advertising campaign for “Drink Like A Lady” spans broadcast, print and digital mediums and reflects triple the brand investment from the previous year. The broadcast commercials for Skinnygirl Cocktails are running in primetime on cable channels such as Bravo, HGTV, FOOD Network and E! through this summer and digitally and in print throughout 2012.

“The Skinnygirl ‘Drink Like A Lady’ campaign is all about changing the way women think about socializing by rewriting the rules of cocktailing,” says Beam General Manager Deb Boyda, who oversees the company’s growth in vodkas, cognac and the Skinnygirl Cocktails line. “Skinnygirl consumers are smart, savvy and successful ladies who are leaders – not followers – and they connect with Skinnygirl because it’s a brand that continues to blaze new trails and is solutions-driven. This campaign has been created exclusively with these women and their social circles in mind.”

The campaign highlights all of the new and expanded ways to enjoy Skinnygirl® through its Ready To Serve offerings (Margarita, Sangria, White Cranberry Cosmo and two additional delicious new flavors Piña Colada and White Peach Margarita), as well as two new and exciting categories, Ready To Mix (Vodka with Natural Flavors) and Ready To Enjoy (Wine).

Walton Isaacson, the lead creative agency for Skinnygirl Cocktails, created the “Drink Like a Lady” campaign which incorporates a tongue-in-cheek attitude and offers a “no-rules” take on modern social etiquette. “Wearing sensible shoes” can now mean sporting pedicure flip-flops and “remaining poised” an impromptu dance party. The campaign celebrates women making their own rules, as they enjoy each other's company and “Drink Like a Lady.”

For more information and to see the “Drink Like A Lady” creative, visit www.SkinnygirlCocktails.com. Find us on Facebook and Twitter.

ABOUT SKINNYGIRL COCKTAILS

Skinnygirl Cocktails is the groundbreaking, low-calorie cocktail line that has redefined the way women cocktail. What started with the Skinnygirl Margarita from the mind of New York Times Bestselling Author and cocktail “fixologist” Bethenny Frankel has turned into a cocktail phenomenon, offering innovative, low-calorie options for women who want it all. Frankel’s inspired concept did not go unnoticed and in March 2011, the brand was acquired by premium spirits powerhouse Beam Inc. Beam has rapidly grown the brand into one of the fastest growing spirits brands in the market today. In 2011, Skinnygirl Cocktails’ comparable net sales rose a staggering 486%. Skinnygirl Cocktails has created a new set of rules for the spirits industry as it flawlessly offers the options women need, without all the calories they don’t. For more information on the new way to cocktail, please visit www.skinnygirlcocktails.com.

ABOUT BEAM INC.

As one of the world’s leading premium spirits companies, Beam is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company’s brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Kilbeggan Irish Whiskey, Laphroaig Scotch Whisky, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, EFFEN Vodka, Pucker Flavored Vodka, Larios Gin, Whisky DYC, DeKuyper Cordials, and Skinnygirl Cocktails. Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,200 passionate associates worldwide generated 2011 sales of $2.8 billion, volume of 34 million 9-liter cases and some of the industry’s fastest growing innovations. Headquartered in Deerfield, Ill., Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index. For more information on Beam, its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.

©2012 Skinnygirl Cocktails, Deerfield, IL; Avg. Analysis: All Products: Protein 0g, Fat 0g; Vodka with Natural Flavors (per 1.5 oz.): Calories 75.8, Carbs 0g; Cocktails (per 1.5 oz.): Calories 35.5, Carbs 1.8g; Sangria (per 5 oz.): Calories 132, Carbs 22.5g; Wine (per 5 oz.): Calories 100, Carbs 5g

A Lady Always Drinks Responsibly

Contacts

Beam Inc.
Paula Erickson, 847.444.7590
Paula.Erickson@BeamGlobal.com

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Contacts

Beam Inc.
Paula Erickson, 847.444.7590
Paula.Erickson@BeamGlobal.com