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Forbes: Beam Raises Bethenny Frankel's Skinnygirl, Makes Her A 'Lady'

May 3, 2012


From Forbes:

This morning, Beam unveiled the new advertising campaign for the newly expanded Skinnygirl cocktails, made famous by reality star and entrepreneur Bethenny Frankel, who sold her year-old margarita brand to Beam in March of 2011. Now 12 varieties strong, the media plan urges female cocktailers to “drink like a lady.”

When Frankel joined forces with Beam last Spring, she told me she was hoping to equip her baby, Skinnygirl Cocktails, with the best distribution channels on the planet. She had been struggling to meet demand for her low-cal, ready-to-drink margarita, and the “muscle” of Beam was exactly the clout she needed to enact her plan of getting Skinnygirl into every major liquor store in the U.S.

At the time, Beam’s North American president Bill Newlands gushed over the deal, positioning it as a bigger boon for the liquor holding company than it was for our favorite reality starlet. Beam was looking to get in the graces of female consumers, and Skinnygirl seemed just the ticket: “A lot of spirits historically have been targeted towards men,” he told me. “And Bethenny was really specifically targeting the brand to women. We saw that as a very positive factor from our consideration because it helps to broaden our consumer base.”

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For the full article, visit www.forbes.com.


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