Business

Matt Light brings KEEL light vodka to Boston

Credit: Meghan Sepe/Goodwin

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Will real men drink light vodka?

Matt Light thinks so and who is going to argue with the 300-pound retired New England Patriots lineman? Light has teamed up with the founders of KEEL Vodka to spread the 58-calorie per shot liquor throughout New England.

The market for low-calorie alcoholic drinks — especially vodka — has quickly become a crowded place. As a pitchman for light vodka, Light will have to compete against the likes of Bethenny Frankel, known for her appearances on “The Real Housewives of New York City.”

But most low-cal alcoholic products are marketed exclusively to women drinkers. The brand Frankel created, Skinnygirl, speaks for itself. Smirnoff has introduced several light flavored vodkas, promoting them explicitly as a new drink for women.

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