Global spirits company Bacardi has reportedly said that it is “not proud” of using gendered marketing for its new vodka flavoured range.

The response follows after facing criticism on social media.

The company’s new range is called Plume & Petal. It has been launched in the US and will be available for retail purchase next month.

Plume & Petal comes in three flavours, namely peach wave, cucumber splash and lemon drift. It has 50% of the alcohol of vodka.

The company’s marketing materials handed over to journalists was cited by Metro as describing the range as “spa-inspired, premium spirits with a delicate infusion of fruit, botanicals, tea and a hint of honey.”

A Bacardi Limited spokesperson was quoted by Independent as saying: “Plume & Petal is a trio of new, low-proof vodkas, infused with natural flavours, hitting shelves nationwide in the US on 1 August. ‘Shelley Menze, our Senior Beverage Scientist, set out to redefine the drink experience for her and her friends when hosting them at home.

“What started out as a personal, passion project turned into a unique brand that addresses a broader demand for low calorie, low-alcohol alternatives.”

The spokesperson further added: “We are aware of the conversations on social media around the use of gendered language in a pitch.

“We’re not proud of that, but we are proud of the female creators behind this product – unfortunately, a rarity in this industry – and we are proud of this great tasting drink.”