Skinny Lager has secured a listing which will see its new 12 pack and four pack SKUs launch into Tesco stores throughout the UK. Manufactured by British-based SkinnyBrands Ltd, Skinny Lager appeared on-shelf ahead of the August Bank Holiday in order to encourage immediate sales.
Part of the SkinnyBrands portfolio, which already supplies Skinny Cocktails to Tesco, the lager will launch into the supermarket chain backed by a full marketing and PR campaign, to maximise sales ahead of the final three-day weekend of the summer.
Skinny Lager’s 12 pack, an exclusive for Tesco, will be initially listed in 250 Extra stores, with the four pack going into 500 Extra and 500 Express stores.
Tom Bell, SkinnyBrands’ director and co-founder, said: “Within the first 12 months of the launch of SkinnyBrands, we’ve seen phenominal success and growth. With its unique features, Skinny Lager sits in its own separate category of low calorie, full strength, great tasting lager. There’s no other lager like it.
“Consumers are increasingly making healthier choices, but with the lack of innovation in the sector, they have previously had to turn to low-alcohol options to reduce their calorie intake – until now. Skinny Lager is the only brand that ticks all the boxes, giving customers a great tasting product with full alcohol content and less calories.
“We know there is a strong demand for Skinny Lager and the feedback we’ve had since launch has been overwhelmingly positive. We’re looking forward to seeing the brand in more major multiples, as well as independent retailers and the on-trade sector in the coming months.”
David Tavernor, beer buyer at Tesco, commented: “In line with growing trends, we are excited to be expanding our range of largers with SkinnyBrands. I’m sure the concept and great flavour of the product popular with our customers, and we’re pleased to be able to offer more choice in this category.”
Offering a full flavour, full strength 4.0% ABV lager, with 30 per cent fewer calories, Skinny Lager is vegan friendly and gluten free, which also makes it the only low calorie lager on the market suitable for the growing number of UK consumers suffering from coeliac disease*.
Nutritional information per 330ml bottle:
- 4% ABV
- 89 calories (35 per cent less than average lager)
- 1.32g of sugar (compared to up to 11g in other lagers)
- 2.97g of carbohydrates (compared to up to 14g in other lagers)
- 0.3g of fat
SkinnyBrands also manufactures Mojito, Cosmo and Margarita ready-to-drink cocktails which launched into more than 500 Tescos stores nationwide earlier this year and will appear in independent retail outlets in the coming months