Cutting down calories with full strength beer options
DRINKS firm Global Brands has acquired the Skinny Brands range of low-calorie lager to match consumer demands for healthier options in the off-trade.
The acquisition will see Skinny Brands’ full portfolio fall under the Global Brands banner consisting of the Skinny Lager, Skinny IPA and Skinny Fruit Cider.
Steve Perez, founder and chief executive at Global Brands, said: “I have long admired Skinny Brands – the shift towards low calorie, gluten-free options is something we have been actively monitoring for some time at Global Brands, and the team has done an impressive job at building a brand in what is a highly competitive and fast-evolving category.”
Skinny Brands was initially founded in 2015 by Tom Bell and Gary Conway with the ambition to deliver a “better-for-you” alcoholic alternative without compromising on flavour or alcohol levels. Since then, the brand has enjoyed major listings across Tesco, Morrisons and B&M Bargains.
The Skinny Brands range boasts a lower calorie proposition when compared to other beer and cider brands, with the Skinny Lager variant containing only 67 calories at an ABV of 3.4%.
Global Brands’ acquisition of the off-trade range follows on from its acquisition of the Hooch, Hooper’s and Reef brands in 2023 as the drinks giant continues to reaffirm its commitment to investing in brands that strengthen and diversify its already varied portfolio. Under Global Brands, the Hooch range has introduced a range of new flavours and variants including its most recent Peach drink.
Perez said: “We are always evaluating how we can strengthen our brand portfolio for our customers, and this acquisition marks another important milestone in that journey.
“Skinny Brands has built a strong position within the “better for you” drinks space, and we believe these drinks offer a great, natural fit for our business and for the customers we work alongside.
“With Global Brands’ international reach, this acquisition means we are able to put the full strength of our business behind Skinny Brands – from distribution and logistics to our established customer network – accelerating its growth by introducing it to new markets, while also giving our customers access to a broader, more relevant portfolio within a high-growth category.
“Ultimately our ambition is to take Skinny Brands from a strong challenger brand to a truly mainstream player, both in the UK and internationally.”
