Beam Inc has launched a "multi-million" dollar advertising campaign for the Skinnygirl brand, including the first US television commercial for the wine, spirit and RTD trademark.

The 'Drink Like A Lady' campaign, announced late yesterday (23 May), will run across broadcast, print and digital mediums. The television ad can be viewed by clicking play, below.

Bethenny Frankel, the founder of Skinnygirl Cocktails, said the push is about “understanding women”. “They know what they want, how they like it, and the art of socialising should be on their own terms,” she said. 

The campaign coincides with the launch of new Skinnygirl products in the US, including Skinnygirl Vodka with Natural Flavors, Skinnygirl The Wine Collection and new ready-to-serve cocktails.

Beam Inc acquired Skinnygirl from Frankel and spirits veteran David Kanbar last year.