The alcohol industry is known for many things. It promotes itself as a fun-loving atmosphere, catering to the celebration of life, spending time with the people we love, or as a part of activities and a lifestyle that we already enjoy. People are marketed to based on interests, sex, and the location in the world in which they live. However, the liquor industry’s marketing and targeting, specifically, remains strikingly absent of a large group of people.
The gap has mostly gone unnoticed, but not for Tiffany Hall. Her previous jobs, one of which was as a lawyer for Pernod Ricard, gave her inside access to the industry. After some time, Hall noticed that the distilled beverage industry was vastly undervaluing the women consumer base. Since spending a career in the fast-paced world of Law and Marketing in New York City, Hall realized that she could use her talents to start a business by a woman for other women.
Enter Empower Cocktails, Hall’s newly founded company that specifically targets those left out of what has been previously called a “mancentric” market.
For Hall, the goal of Empower is not only to create products that appeal to women but also to be a company that supports them. This means sourcing from and partnering with companies that share these beliefs. Hall has held up to this, practicing what she preaches by partnering Empower with several nonprofits that champion women. The organizations include the Voss Foundation, Dress for Success Boston, Kicked it in Heels and the Metro-Manhattan Community Foundation. As CEO, Hall built Empower from scratch while continuing to work full time. It is something she believed in so strongly that she committed the extra time needed to get Empower off the ground.
Currently, Empower Cocktails is selling a delicious mixture that the company is calling the Empower Cosmopolitan Martini. The locally-sourced vodka is from a small farm in Northern California and mixed with triple sec, white cranberry, and lime. Cosmopolitans are a classic drink from the 1990’s. They were initially made famous by their feature in a decade-long stint of the HBO show Sex and the City. Now, thanks to Empower, it is making a resurgence in bottle-form. Try Empower in the recipes on their website called for, or, have it simply. As the website states, all you really need to enjoy Empower is a martini glass and a lime wedge.
While new, Empower Cocktails is already reaching levels of success.
It was chosen as one of the products to be included in the gift bag for the MTV Video Music Awards for nominees, presenters, and performers. In addition, Empower was featured on an episode of Essence Live and will be featured in an upcoming episode of David Tutera’s CELEBrations on the WE network.
Want to try Empower? It is sold in stores throughout New Jersey, New York, Rhode Island, and Massachusetts. The full range of stores in each state carrying Empower’s product can be found on their site. If you don’t live in these states, however, you can also order Empower online through the International Wine House website.