USA: Heaven Hill Brands to launch female-oriented flavoured whiskey

Heaven Hill Brands is launching a new PeachBerrry variety of Raven’s Lace Whiskey, in a move which is said to offer “an alternative to masculine dominated flavored whiskeys”.

Available in the US from June, Raven’s Lace PeachBerry Whiskey is described as a blend of “juicy peach and sweet strawberry flavors with the smoothness of Bourbon whiskey”.

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

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

Source: Whiskey Intelligence