By Duane D. Stanford - Oct 3, 2011 1:00 PM GMT+0900
Beam Inc., the newly constituted maker of Jim Beam bourbon, has decided to chase €women.
Having spent 216 years catering to guy’s guys -- tattooed singer Kid Rock is a pitchman -- Beam is touting Courvoisier cognac infused with red wine, tart Pucker vodka and low-calorie Skinnygirl cocktails. Beam becomes a separately traded company tomorrow, after splitting fromFortune Brands Inc. (FO)
“Two years ago, 100 percent of our marketing was geared to men,” Global Chief Marketing Officer Kevin George said in an interview. “We weren’t talking to women in any specific way.”
