Brown-Forman launches "LBD" vodka-based spirit in the UK

By Erin Smith

Published: 07 May, 2015

Brown-Forman launched LBD, a vodka-base spirit with a range of flavours following the success of the brand in the US.

LBD launched in ASDA on May 4th for RRP £11.99 for a 50cl.

LBD, which stands for little black dress, is targeted at 19 to 24 year-old female consumers. The vodka has an ABV of 20%, much lower than minimum 37.5% ABV standard set by the EU for a "European Vodka". Most vodka typically has 40% ABV.

"We have created lbd to tap into a global trend for lower ABV drinks. Our target female consumer is both savvy with what they consume and how they spend their money. We're delivering a refreshing flavoured spirit with a 20% ABV at a price they will also like," said Charlottte Ashburner, Brown-Forman's area marketing manager.

LBD range of flavours will include Peach & Raspberry, Apple & Cranberry and Lime & Watermelon with a suggested serve being to mix it with with lemonade.

LBD launched in the America in the beginning of 2012. The lower alcohol 'vodka' was also produced with an 'eye towards calorie count' according to the original press release.

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