Beam Global has acquired Skinnygirl spirits, created by natural foods chef and reality TV star Bethenny Frankel. Skinnygirl Margarita, which has 100 calories per four-ounce serving, is the fastest growing RTD in the US, says the company. It uses all natural ingredients and is lightly sweetened with agave nectar.
Beam Global North America president Bill Newlands said that Skinnygirl is "growing fast" in the "rapidly expanding" low-calorie RTD segment, and is most popular "among women seeking convenient, low-calorie premium cocktails."
Bill told WSJ: "To us, this is the beginning of what we hope will be a very big category. We think [Skinnygirl] is a tremendous platform to put other premium, convenient, low-calorie products on the market." One of the next cocktails under the Skinnygirl brand will be a white sangria, he said.
Skinnygirl Margarita ranked fourth in sales of ready-to-drink cocktails in food, drug and liquor stores in the 13 weeks ended Feb. 5, according to Nielsen scan data. The Jose Cuervo Golden Margarita ranks #1.
Beam aims to bolster sales and distribution "by bringing Skinnygirl to more consumers and growing this high-quality brand from coast to coast," said Bill. Distribution for Skinnygirl, launched in 2009 by Bethenny and spirits veteran David Kanbar (his uncle Maurice Kanbar created Skyy Vodka), is currently concentrated in the New York, Florida and New Jersey markets. Annual shipments already exceed 100,000 9-liter cases. It is priced at $14 or $15 a bottle.
"Beam Global is the right organization to partner with at the right time to take Skinnygirl to the next level in the U.S. and internationally," said Bethenny, who will continue to serve as a brand collaborator, developer and marketer. You might recognize her on the original cast of "The Real Housewives of New York" on Bravo, or in her new spinoff called "Bethenny Ever After." She also appeared on The Apprentice: Martha Stewart." David is reportedly not staying on.
The financial terms of the deal, which was closed last week, were not disclosed. Demeter Group acted as exclusive financial advisor to Skinny Girl Cocktails.
Until tomorrow, Megan
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