Low-calorie brand lines are making inroads across key alcohol categories as consumers focus on healthy lifestyle choices, particularly in the US and Europe, according to the IWSR Global Trends Report 2014.
Following the successful rise of low-calorie brands such as Skinnygirl and Voli Lite vodka in the US, a range of new low-calorie spirit, pre-mix and wine launches have begun appearing in markets across the globe.
Malibu Island Spiced was one of the first such low-calorie rum-based drinks; it targets health-conscious female consumers and also launched the brand into the spiced segment across the US.
The ready-to-drink market has become near-saturated with pre-mix products highlighting their low-calorie credentials. Skinnygirl Cocktails recently launched two new low-calorie expressions in the US market, Sweet’arita and Sparkling Margarita, both containing fewer than 100 calories per bottle. Meanwhile, Slim Lizzy cocktail kegs have become available to the US on-trade, providing low-calorie margarita and cosmopolitan cocktails on tap. In the UK, Diageo has been targeting health-conscious female consumers with a low-calorie vodka spritz drink Nola. The company has also launched a line of Smirnoff Sorbet Light pouches to tap into the low-calorie drinks trend.
Echoing the growing interest in low-calorie still light wines, zero-dosage Champagnes and sparkling wines have started to attract more attention throughout Europe. ‘Skinny’ launches such as Skinny Champagne by Alexandre Penet and Skinny Rosé by Champagne Tribaut have been launched in response to this increasing demand for low-calorie alternatives.
About the IWSR Global Trends Report 2014
The annual publication of the IWSR Global Trends Report (previously known as the Insight Report) pulls together the most innovative and cutting-edge trends from the global alcoholic drinks industry.
Every year our researchers travel to over 118 countries across the globe, meeting more than 1,500 local operators. As a result all of our researchers are able to gain an in-depth insight into the latest trends in each market from the people who know it best.
The Global Trends Report is designed to shed light on the meaning behind the numbers and highlights the trends which we think will be at the frontline of the drinks industry in the future. This report offers unique observations about every important alcoholic drinks category in (almost) all corners of the world.
About the IWSR
The IWSR is the leading source of analysis on the alcoholic beverage market. The IWSR’s database, essential to the industry, quantifies the global market of wine, spirits, beer and RTDs by volume and value, and provides insight into short- and long-term trends. Our data is used by all of the largest multinational wine and spirits companies, as well as many more local companies.
The IWSR’s unique methodology allows us to get closer to what is actually consumed and better understand how markets work. The IWSR conducts face-to-face interviews with 1,500 companies in 118 countries each year, with further input from 350 companies. The IWSR tracks overall consumption and trends at brand, quality and category level.