is a high-end alcohol beverage, specifically
Absinthe
, targeted towards
young women
that want to see themselves as the
heroine
of their own
stories
by finding a
power
within themselves.
‘Elixir’ is one brand out of three that are under a larger master brand. The Master Brand is a distillery ran by women that has the purpose of empowering other women to, discover and embrace their power, be the protagonist of their own stories. This comes in the form of high-end Absinthe. Due to research into alcohol drinking trends by gender and age, the target audience are young women (aged 18-29) who are more likely to enjoy liquors and spirits (especially pre-mixed). These women are working full-time or part-time to support themselves and have an invested interest in modern values (such as Feminism). They seek out a night out as a form of escapism with friends.
• Aged 18-29
• They have disposable income from their part-time or full time jobs.
• Have an invested interest on the happenings of the world and politics (and are connected as such).
• They like sweet liqueurs and other alcohol.
• Spend time and bond with friends on a night out to blow off steam and relax.
