From was the fastest-selling brand of alcohol in

From her claim to fame as a reality star to a widely-successful business entrepreneur, Bethenny Frankel has made her name known in pop culture, as well in the food and beverage industry. Known as the high-energy housewife on the hit Bravo show The Real Housewives of New York, Bethenny Frankel has transformed her business, Skinnygirl Cocktails, into an empire in just six years. Frankel starred in three seasons of The Real Housewives of New York before going on to host  her own entertainment talk show on Fox in 2012, which was co-produced with Ellen Degeneres. She is a three-time New York Times best selling author with Naturally Thin, The Skinnygirl Dish, and A Place of Yes.Joining the cast of The Real Housewives of New York was strictly a business decision for Frankel in order to get her name out to the public as a businesswoman and promote herself and her new company on national TV. Gaining a following of millennial women from the reality show, due to her “real” and unscripted personality, allowed for support of her 2009 launch of a low calorie, ready-to-serve margarita. As a health-conscious and fit woman, she saw an opportunity to connect with her female-dominant audience, and market her brand through her presence on TV. A main priority of Frankel’s that contributed to the fast-growing success of Skinnygirl was creating a strong media presence. Frankel established an online community for fans to research as well as share experiences about the Skinnygirl brand and products.The “skinny” phrase, that would become a national craze, had been sparked. The food marketing industry began advertising and transforming a new line of products that spoke to females, using the term “skinny”,  such as the Skinny Flavored Latte, Skinny Pop, Skinny Pizza, and many more. Frankel found an opportunity in the liquor market, traditionally targeted at men, and took action to create a successful low calorie, guilt-free liquor brand that targeted specifically women who viewed cable channels such as Bravo, HGTV, and the Food Network. She connected with her female audience through TV and social media to understand who they are, and what they wanted and needed. Frankel built a brand that was a healthy alternative to a popular choice of an alcoholic beverage. The new line of cocktails featured a label with the silhouette of a skinny yet busty woman with a ponytail, who highly resembled the features of Frankel.Skinnygirl was the fastest-selling brand of alcohol in the U.S. in 2010, and after just one year on the market, production was thriving. Frankel couldn’t keep up with the demand of her products, so she turned to Beam Suntory for assistance. She made the decision to sell Skinnygirl Cocktails for $100 million in March of 2011, while still staying actively involved. Beam has since created twelve new varieties of Skinnygirl products including wine and vodka flavors, as well as food products such as granola bars. In May 2012, Beam created and launched the first TV campaign for Skinnygirl Cocktails called “Drink Like a Lady”, which sparked an increase in liquor advertising on TV. Although having sold Skinnygirl Cocktails, Bethenny Frankel is a pioneer of the first alcoholic beverage targeted specifically at female consumers, and used her public presence on TV and social media to further the success of her brand.

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