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New Raven’s Lace whiskey has a feminine touch

Raven’s Lace PeachBerry Whiskey is a flavoured whiskey with both a wild and sweet side. Offering an alternative to masculine dominated flavoured whiskeys, Heaven Hill Brands describes Raven’s Lace as a “one-of-a-kind whiskey with a vibrant attitude and feminine touch with the juxtaposition of a darker side”. 

Available in June, Raven’s Lace PeachBerry Whiskey infuses juicy peach and sweet strawberry flavours with the smoothness of Bourbon whiskey at an approachable 60 proof. Raven’s Lace PeachBerry Whiskey primarily appeals to the growing segment of female consumers for whom traditional whiskey is not necessarily their drink of choice but are interested in the sweet taste of flavoured whiskeys. By all accounts, flavoured whiskey is growing tremendously and makes up 12% of whiskey sales according to the Wall Street Journal. And women are playing an increasingly important role in the whiskey category with about 40% of flavoured whiskey consumed by females.

“We see tremendous opportunity for consumer diversification in flavoured whiskey,” said Hannah Venhoff, brand manager for Raven’s Lace PeachBerry Whiskey. “Many of the flavoured whiskeys on the market take a macho and assertive approach. Raven’s Lace features a trend-setting flavour profile targeting females looking for a sweet flavoured whiskey with a bold colour and package that is made for them.” 

Raven’s Lace PeachBerry whiskey packaging features an intricate feminine lace design coupled with the Raven’s mysterious side incorporated in a unique label, which dramatically contrasts the vibrant peach whiskey in the bottle.

The limited market launch will include retail and on-premise point-of-sale including a unique travel trunk floor display. In addition, Raven’s Lace will benefit from a robust digital media program, which engages consumers on social channels and through digital advertising with the Whiskey Your Way marketing campaign focused on young females that enjoy bold whiskey with a sweeter side. 

Available at US$14.99, Raven’s Lace PeachBerry Whiskey will be available in 50ml and 750ml sizes. The initial launch markets include Georgia, Indiana, Kansas, Kentucky, Louisiana, Nebraska, Massachusetts, Rhode Island, South Carolina and Tennessee.

17 April 2015 - Felicity Murray The Drinks Report, editor