Bacardi Limited has said it is “not proud” of its new range of flavoured vodkas after the company was criticised for using gendered language in its marketing.

The company’s new Plume & Petal range comes in peach, cucumber and lemon flavours and was promoted directly to women, with a marketing tag line of “by women, for women”.

The brand launched in the US earlier this month, but it garnered criticism after a journalist shared a screengrab of its marketing material.

Khushbu Shah, restaurant editor at Food & Wine, shared the screen grab on Twitter of an email that read: “Plume & Petal – Bacardi Limited’s first spirit design by women, for today’s modern woman, intended to be enjoyed with other women.”

Shah commented in the caption: “Ah yes just what I need in 2020! Gendered drinks with half the alcohol.”

Her tweet received more than 400 likes and 80 comments from people who were equally frustrated by the fact that Bacardi Limited had appeared to gender its drinks range.

One person tweeted that the advertising copy read like a “Crystal Light ad from 1995”. “How far we’ve come,” they added.

Another concurred: “This is terrible. I also feel bad if this is a junior publicist who was given this pitch and told to send it out not realising how wrong it is... or if the publicist (at any level) did know but couldn’t have a say in fear of losing their job. It’s all wrong; every part of this is.”

A spokesperson for Bacardi Limited said: “Plume & Petal is a trio of new, low-proof vodkas, infused with natural flavours, hitting shelves nationwide in the US on August 1. ‘Shelley Menze, our Senior Beverage Scientist, set out to redefine the drink experience for her and her friends when hosting them at home.

“What started out as a personal, passion project turned into a unique brand that addresses a broader demand for low calorie, low-alcohol alternatives.”

The spokesperson continued that they were aware of the criticisms and that they understood them.

“We are aware of the conversations on social media around the use of gendered language in a pitch,” they added.

“We’re not proud of that, but we are proud of the female creators behind this product – unfortunately, a rarity in this industry – and we are proud of this great tasting drink.”

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