Manchester-based Skinny Brands has announced plans for global expansion, with New York being the first stop.
Working with Beer World, the brewer is taking reduced-calorie but high in ABV lager to the States, launching in 30 local stores.
Adrian Hirst, chief executive of Skinny Brands, said: “The US has become a big market for us and we know there’s a big demand there for reduced calorie and carb drinks, so we’ve made Skinny Lager easily available for locals.
New York is just the first stop as we know it’s the right target demographic following months of research in the local area, finding that a number of locals make calorie conscious lifestyle choices. But we have plans to expand further, across other major US cities soon.
“Partnering with Beer World has been fantastic. As a retailer they really took the time to understand us as a brand, and they’re keen to get our unique offering stocked. We really are thrilled to be available in New York. We’re excited to see how it goes and to continue expanding across America.”
Luz Pesick, director of operations and human resources at Beer World, said: “We’re pleased to welcome Skinny Lager to our shelves. It’s a premium brand which looks great and is also bringing something new to our New York customers.
“It’s already proving to be popular amongst shoppers, with sales going extremely well. We’re excited to be working together and are looking forward to growing our relationship.”
Already a popular lager of choice across the UK, Skinny has built a loyal community of drinkers, including high-profile names such as Simon Cowell, Rita Ora. and Mike Tindall. Vegan, gluten-free and kosher, it meets a number of dietary requirements, while also being a hit with gym-goers and those that are a little more health conscious.
The lager is 4% ABV, butonly 89 calories — 35% fewer than other premium lagers, according to Skinny Brands.