The brand is positioning its Botanical line as a go-to for conscious young women, catering to the demographic's interest in health and self-care

Often alcohol brands show people going out, having a night on the town and partying until the early hours of morning. Vodka brand Ketel One is taking the opposite approach with its new Botanical line, hoping to appeal to consumers of organic and natural foods by branding its liquor as the perfect drink for a night in with friends.

The brand partnered with Alisha Ramos, founder of the Girls’ Night In Club, to create a new campaign aimed at millennial women. Together, they created recipes and party tips for ladies looking to host a night-in, like how to make healthy meals, have an at-home spa retreat and even do tarot readings. To make it even easier to get the drink into homes, Ketel One is offering $5 off a purchase of the vodka through delivery company Drizly. There are also tie-in “read and sip” pop-up events in New York and San Francisco later this year.

According to a Shine survey, 72% of the millennial women planned to make mental health and self-care a priority in 2018. Taking information like this into consideration, the goal of Ketel One’s campaign is to capture the influential demographic by appealing to their interests in eating organic foods, partaking in self-care and forgoing expensive nights out for quiet time inside.

Ketel One Botanical


Lead image: Kettle One Botanical via Instagram

Often alcohol brands show people going out, having a night on the town and partying until the early hours of morning. Vodka brand Ketel One is taking the opposite approach with its new Botanical line, hoping to appeal to consumers of organic and natural foods by branding its liquor as the perfect drink for a night in with friends.

The brand partnered with Alisha Ramos, founder of the Girls’ Night In Club, to create a new campaign aimed at millennial women. Together, they created recipes and party tips for ladies looking to host a night-in, like how to make healthy meals, have an at-home spa retreat and even do tarot readings. To make it even easier to get the drink into homes, Ketel One is offering $5 off a purchase of the vodka through delivery company Drizly. There are also tie-in “read and sip” pop-up events in New York and San Francisco later this year.