Low-calorie RTDs experience burgeoning success
Low-calorie ready-to-drink products are experiencing strong growth across key alcohol categories driven by health conscious consumers searching for healthy alcoholic drinks options.
Skinnygirl cocktails are part of a burgeoning trend of low-calorie RTDsAccording to the IWSR Global Trends Report 2014, the trend of low-calorie RTDs is particularly strong.
The success has been attributed to the success of low-calorie brands including Skinnygirl and Voli Lite vodka in the US, with various low-calorie spirits, pre-mixed drinks and wines launching around the world.
One of the initial low-calorie drinks to launch in the US was rum-based tipple Malibu Island Spiced, which targeted female consumers.
Earlier this year, Skinnygirl Cocktails expanded its portfolio with the release of two new low-calorie expressions in the US, Sweet’arita and Sparkling Margarita, which both contain fewer than 100 calories per bottle.
Meanwhile, in the UK Diageo has also been venturing into the low-calorie RTD market with the launch of vodka spritz Nola and Smirnoff Sorbet Light pouches.
