The marketing behind Brown-Forman’s new vodka isn’t subtle. Little Black Dress Vodka, which just hit shelves around the U.S., is made for women. Not convinced by the title alone? It comes in pineapple honey, blueberry pomegranate, and black cherry-vanilla flavors, as well as the classic version. Sounds like the brainstorming session for this one was at a TCBY. But we’re not complaining.
Little Black Dress retails for $13.99 — the price of a nice department store lipstick — and features a smoother taste profile than other vodkas on the market. No surprise that Brown-Forman is accessorizing, if you will, Little Black Dress with cocktail recipes that are relatively low in calorie content.
Pleasantly, it also supports Dress for Success—a non-profit organization that promotes career development for disadvantaged women by providing professional attire.
Are women falling for this? Well, yes. Brown-Forman had fast success with its Little Black Dress wine after introducing it roughly five years ago, though sold it off about a year ago.