81%
in the first half of 2012, buoyed by
the introduction of Skinnygirl vodkas
and wines.
Fast forward to 2012, and “skinny”
is used so often on both cocktail menus
and liquor bottles, it hardly needs an
explanation. Nearly all the major players
in the RTS category have introduced
lower-calorie versions, citing this trend
as a reflection of the busy, social, health-
conscious female.
In May, Bacardi announced actress
Busy Philipps as the spokesperson for
their new Bacardi Classic Cocktails
Light. Christina Perez-McDowell, brand
manager at Bacardi USA says the brands
are “a new staple for sophisticated at-
home entertaining…offering [consumers]
a way to enjoy more time with their guests,
without sacrificing flavor or style.” At less
than 95 calories for a 4 ounce serving,
Bacardi promotes the line as being made
with natural flavors, real juice and pure
cane sugar.
Campari America came out with a
brightly packaged Midori Skinny Mar-
garita as well as a RTS version of the
core Midori Sour cocktail in July. Many
new brands are entering the market, like
CountryGirl Cocktails, which counts on
a partnership with Nashville record label
Average Joe’s Entertainment to reach its
core female target through product place-
ment at concerts, in music videos and pro-
motional contests. CountryGirl Director
of Marketing Serra Justice points to the
16%
ABV as being a point of distinction:
“
This slightly higher alcohol content gives
CountryGirl Cocktails a bold taste while
maintaining the sweetness desired by
most RTD consumers.”
According to IBISWorld, women ac-
count for 55% of RTS purchases, and
most are under 30 years old. But don’t
count out men in the low-calorie RTS
craze—VeeV Spirits, known for its VeeV
Açaí liqueur, has entered the category
with VitaFrute cocktails, aimed toward
both genders. The line launched with
Margarita, Cosmopolitan and Lemonade
Nearly all the major
players in the RTS
category have
introduced lower-
calorie versions,
citing this trend as
a reflection of the
busy, social, health-
conscious female.
R
S
T
Cougar Town
actress Busy Philipps
is the spokesperson for Bacardi
Classic Cocktails Light.
se l ec t i on
Ready to serve
skinnygirl
beam
smirnoff cocktails
diageo
IL spriz
mionetto
soleil mimosa
southwest wines
t.g.i. friday’s
diageo
tarantula
mccormick
vitafrute
Veev spirits
vnc
sidney frank
Brand
10%-12.7%
15%
8%
8%
10%-12.5%
11%
15%
14%
ABV
750
ml
750
ml; 1.75L
750
ml
750
ml
750
ml; 1.75L
1.75
L
750
ml
750
ml
sizes
$14.99
$12.99; $20.99
$14
$10.99
$8.99-$14.99
$12.99
$14.99
$12.99
SRP
NOTE:
Most RTS products come in a multiple flavors, and many also now feature smaller (200ml) options as well. Check local markets for availability.