Health focus drives demand for low-calorie drinks

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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.

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