Move over, vodka. Whiskey is having better luck with the ladies these days.
Sales of vodka have dropped in the last two years after a decade of dominance, according to a Wednesday report in The Wall Street Journal. Women, long the target consumer for such brands as Smirnoff and Absolut, are abandoning vodka in favor of the brown stuff.
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Those attitudes are changing. O’Dea points to Olivia Pope, the leading character on ABC’s hit drama “Scandal,” as a sign of the shift. Pope, a strong female protagonist, is also an opinionated wine connoisseur, a trait that O’Dea says may empower other women to take more pride in their poison.
“Real-life women are consciously realizing that the beverages you enjoy have a lot to say about who you are as a woman,” O’Dea said. “Women are shying away from drinks that infantilize them.”
