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.

According 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.