May 25th, 2012
TV Liquor Advertising Binge Begins, Led By Skinnygirl, Jagermeister
By Ron Dicker
Already a fast-track brand, Skinnygirl Cocktails turned to an old ad platform for a pick-me-up.
The company, founded by reality show star Bethenny Frankel, ran its first television commercial this week. “Drink Like A Lady” (video below) targets Skinnygirl’s core 30-and-older female base on such cable channels as Bravo (which made Frankel famous on “The Real Housewives of New York City"), HGTV and the Food Network.
“TV is a great medium for that broad reach to create quick, broad awareness,” said Paula Erickson, spokeswoman for Skinnygirl parent Beam.
Liquor advertising has picked up on TV after decades of partial abstinence, analysts told The Huffington Post. Low-brow beer commercials helped steer fed-up viewers to spirits, while the public and programmers have gradually accepted ads for hard alcohol on TV, according to Frank Coleman of the Distilled Spirits Council of the U.S.