Posts Tagged ‘Skinny’

Yesterday we revealed the world’s most fattening drinks, and today we look at the other end of the scale and reveal the world’s least calorific alcoholic drinks.

A low calorie message is now being seen as a further way to attract drinkers, beyond just cheap price and promotional offers.

Many winemakers, including E&J Gallo, McWilliams and Banrock Station have all recently released low calorie, low alcohol wines.

Banrock Station’s brand manager, Neil Morolia told db, “Say 5.5% abv to a consumer and most of them will not really understand. Say 60 calories per glass to them and all of a sudden you are talking their language.”

These drinks are in stark contrast to the world’s most fattening drinks, some of which carry more calories than a Big Mac, although they do have much less fat.

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Also read:

Wine for the calorie watchers.

Wine for the calorie watchers.

Marketing wine on the number of calories it contains is far more effective than claiming drinking it can be part of a healthy lifestyle.

Speaking at the London International Wine Fair 2013 today at ExCeL, London, Mintel global drinks analyst Jonny Forsyth said the idea of a healthy lifestyle remains an abstract idea for consumers, making it difficult to market.

However, he added, everyone understands calories and can quickly find out how many are in whatever they are consuming, making it far easier to market.

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With around 20% of Americans on a diet, low-calorie wine brands are booming in the US, and particularly where celebrities are involved.
Kick-starting the trend was Skinnygirl, which, as previously reported by db, was a label created in 2009 initially for ready-made cocktails by chef, author and TV star Bethenny Frankel.

The brand now also includes a range of three wines, which were added to the line-up in March 2012 (following the sale of the label to Fortune Brands/Beam for US$8.1 million in March 2011).

More recently, in January this year, former Foster’s wine division Treasury Wine Estates launched The Skinny Vine in the US, backed up by Christine Avanti, a celebrity nutritionist and author of Skinny Chicks Eat Real Food (pictured, left).

According to the company, the new product has already sold 100,000 cases, half the quantity sold by Skinnygirl wines in its first year, although The Skinny Vine is cheaper, with an RRP of US$11 compared to Skinnygirl’s $15 per bottle.

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