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. Full story for BostonGlobe.com subscribers.
Taryn Luna can be reached at email@example.com.