Bacardi targeted women with its new reduced-alcohol vodkas. It went over as well as you’d expect.

That includes spirits giant Bacardi Limited, which is apparently walking back the branding behind a new line of reduced-calorie and reduced-alcohol vodkas that was initially exclusively aimed at women. A Bacardi spokeswoman wrote in an email Tuesday that the Plume & Petal products, which were soundly dragged on social media last week, are “not for women specifically.

“This ad copy is from a Crystal Light ad from 1995,” another critic wrote. Others wondered why women would want a lighter booze these stressful days. “This is a pandemic,” one wrote. “How dare you.”Bacardi soon weighed in, telling news site Metro.co.uk that the company regretted the phrasing. “We are aware of the conversations on social media around the use of gendered language in a pitch,” the spokesperson said.

View this post on Instagram This week calls for some much needed downtime. Pour a serving of Plume & Petal Peach Wave, add some soda water + ice. — Plume & Petal #PlumeAndPetal #Downtime #Cocktail But now, the marketing seems to contain no overt declarations that this is a drink exclusively for women. The “Spa Day Spritz” is now just the “Plume & Petal Spritz” in the company’s marketing materials. And in an email, a Bacardi spokeswoman was clear.

First, she notes, modern beverage companies don’t need to market by gender anymore — after all, White Claw hard seltzer became a market-dominating hit by eschewing the old stereotypes of bros guzzling brews and ladies sipping white wines. “You don’t have to rely on these sexist tropes to be successful in this product category,” she says. “Bacardi went the total opposite and decided to go full on girly.

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