Changing the Game: Cocktails Empowering Women First Initiatives
Women empowerment products are taking center stage as the latest feminist movement is helping to spur a booming industry. Tiffany Hall’s ready to drink (RTD) “Empower Cocktails” is looking to do more than just capitalize on the booming trend. Through this pale-pink elixir known as the Empower Cosmopolitan Martini, Hall has partnered with several nonprofits that champion women’s initiatives. She’s also tackling the challenge of perfecting a RTD cocktail as a way to dominate the entire category, “the taste profile is that of a premium spirit,” Hall said. The RTD market is on the rise, a recent report from Mintel predicted sales of RTD spirits based cocktails in the U.S. would increase by 9% in volume by 2021. The Mastercard (MA -0.39%) executive is also looking to support female entrepreneurs through the power of her sweet potato distilled vodka drink. “Empower is committed to helping women, not only providing a product they can enjoy at work but also at home and in their community.” This femme inspired cocktail has been selected for a number of award shows as the drink of choice and is sold in major stores across CT, NJ and NYC.
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