Seven Sisters Bourbon's main objective is to bring a new audience to an already established product, which is stereotypically directed at males. Most people are familiar with the stereotypical educated and hardworking man as the cliche bourbon drinker. The “mans man.” In this brand it was important to include an all female demographic while excluding the already predicted audience of men.
The main goal of this brand is to reverse gender norms and bring light to powerful hardworking bourbon drinking women. Seven Sisters Bourbon is the drink for a woman that is open to change, new feminist movements and a good stiff drink. The sarcastic and witty text is meant to jab back at the typical bourbon male drinker. The ads are showing a reversal of the male and female gender rolls during the 1960’s showing that feminine hardworking women can indulge in a glass of bourbon as well. The inspiration for the name of this brand came from the first wave of feminism that took place in the 1960's. This was the first time in history that women were brave enough to speak their minds and to take on the roles of what many men where doing at this time. Society heard their voices and these women began conquering the world.
