13th April, 2015 by Annie Hayes

Heaven Hill has launched Raven’s Lace Peachberry Whiskey – a new brand of flavoured whiskey aimed at female customers as an alternative to “macho” variants in the category.

Bottled at 35% abv, the new offering infuses “juicy peach and sweet strawberry flavours” with the Bourbon whiskey.

PeachBerry is packaged with an “intricate feminine lace” label design, which is intended to appeal to a female demographic – who now make up 40% of the flavoured whiskey category consumers according to the brand.

“We see tremendous opportunity for consumer diversification in flavoured whiskey,” said Hannah Venhoff, brand manager for Raven’s Lace PeachBerry Whiskey.

“Many of the flavoured whiskeys on the market take a macho and assertive approach.

“Raven’s Lace features a trend-setting flavour profile targeting females looking for a sweet flavoured whiskey with a bold colour and package that is made for them.”

Available in the US from June onwards, the new flavour will be advertised using retail and on-premise point-of-sale, backed with a digital media campaign aimed at “young females that enjoy bold whiskey with a sweeter side”.

Raven’s Lace PeachBerry Whiskey will be available in 50ml and 750ml sizes from US$14.99.

The initial launch markets include Georgia, Indiana, Kansas, Kentucky, Louisiana, Nebraska, Massachusetts, Rhode Island, South Carolina and Tennessee.