Posted on | September 10, 2012
Written by | Cara McIlwaine
The Successful Line Continues to Expand, Broadening a Loyal Fan Base
Skinnygirl Cocktails, created by entrepreneur and bestselling author Bethenny Frankel, exploded onto the spirits scene in 2009. Skinnygirl Margarita is the flagship product, a ready-to-serve revolution in a bottle.
Beam Inc. acquired the brand in 2011, and set about expanding not only the geographic market for Skinnygirl, but also the product line. The first additions were White Cranberry Cosmo and Sangria; most recently, Beam added Piña Colada and White Peach Margarita.
In time for summer, they branched into different categories: vodka and wine. “With the addition of the Wine Collection and our Vodka, the brand truly offers something for every woman,” says Paula Erickson, VP, Global Communications and Public Relations at Beam Inc.
The expansive line offers premium choice at an accessible price point. The Ready to Serve portfolio retails for $14.99, as do the selections in the Skinnygirl Wine Collection. The line of Skinnygirl Vodka is priced at $21.99 and a four-pack of SkinnyMinis (Margarita) has an SRP of $16.99.
All of the Skinnygirl Cocktails products are low-calorie per serving, which is one of the biggest selling points. A 1.5 oz. serving of Skinnygirl Piña Colada (made with Cruzan Rum) has just 33.3 calories, while Skinnygirl White Cranberry Cosmo, Skinnygirl Margarita and White Peach Margarita all come in at under 38 calories per 1.5 oz. serving. The line of Skinnygirl Vodka with Natural Flavors are all under 77 calories per 1.5 oz. serving, and a 5 oz. serving of Skinnygirl Sangria is 132 calories. The Skinnygirl wines—a White Blend, Red Blend and Rosé—were developed in partnership with winemaker Ondine Chattan and Winery Exchange and the wines clock in at 100 calories per 5 oz. serving—a full 15% less than most wines on the market. “The Wine Collection features blends that are consistently fruit-forward, and offer a stress-free experience for the modern wine consumer,” says Erickson.
As the brand continues to grow, Bethenny Frankel is a true partner. “In many ways, she’s the heart and soul of Skinnygirl and contributes to the marketing and innovation plans, as well as the overall creative process,” comments Erickson. At the same time, Skinnygirl is moving beyond its initial consumer base—those familiar with the brand’s famous creator—to women “who appreciate the convenience, premiumization and low-calorie options the line provides,” says Erickson.
Also in May, Skinnygirl released its new print and digital advertising campaign, “Drink Like a Lady,” as well as its first television commercial. The spots draw attention to the entire Skinnygirl line-up and are meant to appeal to the “savvy, smart, driven woman who knows what she wants,” says Erickson.
With 81% year-to-date growth recently announced, it is perhaps not surprising that Skinnygirl has spawned imitators who covet the female demographic. However, Skinnygirl shows no signs of flagging popularity and the blossoming of the woman-oriented beverage category has solidified the stature of the Skinnygirl franchise. The look, the concept, the flavors and the strategic innovation continue to make Skinnygirl a stand-out brand that trade and consumers alike have embraced.