Jim Beam Pulls a Gender-Bender

Jim Beam whiskey has long been cast as the drink of choice for the hard-living set in films ranging from Easy Rider to this year’s Bad Teacher. But after 216 years of catering to guys’ guys—tattooed singer Kid Rock is a pitchman—the maker of the oak-aged bourbon is chasing women. “Two years ago, 100 percent of our marketing was geared to men,” says Global Chief Marketing Officer Kevin George. “We weren’t talking to women in any specific way.”

Beam, which on Oct. 3 was spun off by Fortune Brands, is now touting women-friendly Courvoisier cognac infused with red wine, tart Pucker vodka, and low-calorie Skinnygirl-brand cocktails. Reaching female consumers with lighter or fruitier quaffs they can consume outside of bars and restaurants may allow Beam to boost its share of the $19.2 billion spirits market. “If you’re only focused on creating solutions in spirits for half the population, then you’re obviously missing out on satisfying a large group of potential consumers,” says Chief Executive Matthew J. Shattock.