Buzzworthy campaigns, musical moments and moving away from the stuffy spirits
Growing up, whisky was my father’s preferred spirit. Even though my grandmother enjoyed her occasional Manhattan, the neat, two-finger pour was my father’s evening ritual. When I sniffed that amber liquid, the oaky notes with warm spices and a hint of smoke exalted masculinity. Those antiquated concepts no longer fit the whisky narrative. Women, particularly younger women, shift the conversation, and distilleries are adapting.
Women hold tremendous power. It is more than the dollars spent. Whether it is on social media or in person, women create a community. Sharing ideas, supporting each other, and influencing the beverage in that glass creates a bond. Whisky brands found a way to infuse their offerings into each and every moment.
Crown Royal Pours a Sweet Yet Dramatic Option
While the iconic purple bag always covers the classic Canadian whisky, the brand’s foray into flavored whisky appeals to a different crowd. Over the past several years, each new release found an audience beyond just the curious crowd. These options catered to the cocktail culture, especially the girls’ night out.
For example, Crown Royal sponsored Taylor Adell and her tour. The popular country artist happily strums a bedazzled guitar and sings of enjoying a whisky after leaving that less-than-desirable man. In addition to women empowerment lyrics, it is the overall vibe that women can, and should, enjoy a pour of that golden amber liquor.
At special events, Crown Royal showcased its Crown Blackberry in creative cocktails. While fruity, tart, and easy-drinking options break down the barrier to entry for some unsure drinkers, it is the nuanced flavors that bring them back for more.
More recently, Crown Royal used Lisa Rinna (actress and former The Real Housewives of Beverly Hills cast member) to highlight its Crown Royal Chocolate Flavored Whisky. As seen in the ‘Don’t Knock It ’Til You Chocolate’ campaign, this limited-edition release is fun and sophisticated. It leans into that aspirational vibe epitomized by the Bravo world.
In both instances, the moments were shareable and memorable, which is key to connecting to this audience. For example, I will never take the stage or appear at BravoCon, but I am connected to that moment.
As women long to find the community, celebrate their individuality, and toast to the best life, Crown Royal’s flavored whisky integrated itself into those conversations and connected with a captive audience.
Johnnie Walker and Sabrina Carpenter’s Collaboration Goes Beyond Being Sweet
When Johnnie Walker and Sabrina Carpenter announced their partnership, many people wondered how this concept would be accepted. Stepping into the “modern whisky” description, the brand understood the power and buying power of the target audience.
Previously, Johnnie Walker had a Jane Walker promotion. While the visual targeted the powerful, strong woman whisky drinker, it did not capture the pop culture, social media-driven audience. As everyone appreciates, if a drink is not snapped and shared before the first sip, the experience did not happen.
While the specialty “Short n’ Sweet” cocktails are interpretations of classics, the playful names and vibrant visuals ensure that enjoying one becomes a “moment.” That scenario is crucial to capture the coveted woman demographic.
For example, the Short n’ Sour cocktail has a taste similar to popular prebiotic sodas. That tangy punch from apple cider vinegar appeals to the group who obsess over the pop beverage trend.
This cocktail captures a modern, pop culture vibe in flavor, appearance, and vibe. My grandpa would not make this cocktail, but my friends and I would happily celebrate the tantalizing flavor.
Given that Johnnie Walker wants to be seen as fresh and expressive, it is vital for the brand to have these fun, engaging shareable moments. When a spirit brand can be enjoyed at a concert, happy hour, and everywhere in between, there is always another reason to buy a bottle.
George Dickel Whisky Balances Approachability with Forward Thinking
While many people know the words to infamous country song about Tennessee Whisky, George Dickel Whisky is far from a one note spirit. In addition to its signature releases and its award-winning offerings, the brand understands that interacting with its fans is vital.
As seen at various music festivals, like Pilgrimage Music Festival in Franklin, Tennessee, interactive, immersive experiences are vital to capturing and keeping its audience engaged. When I sat in the Dive Bar, I sang along with Maggie Rose and laughed with fans. Now, every time I enjoy that signature cocktail, I recall those memories fondly.
How Will Women, Whiskey and Pop Culture Connections Continue to Evolve?
As brands continue to explore the “creative” aspect of celebrating their signature spirits, focusing on a personal connection is vital. Product launches need to be more than just a new release or another flavor. Showcasing the how, where, and why I want to enjoy that particular spirit must be front and center.
While celebrity partnerships make a splash, real, honest, and authentic stories need a platform. It goes beyond the glossy, well-produced Instagram reel. Showing my quiet moment by the fire, my candid birthday photo or our traditional toast to start the night proves whisky is a constant, not a fad.
When a brand integrates itself into everyday life, any moment feels special. It is a win for everyone who sips from the glass. Women drive this conversation, and whisky brands continue to cultivate that audience, including this woman who happily enjoys a pour.