Oldham brewer toasts export opportunity ‘down under’

After a successful launch in the UK, Oldham-based Skinny Brands have begun exports of their flagship Skinny Lager to Australia.

The crisp and clean 4% ABV lager, known for innovating the lager category as the only product that keeps the carb and calorie count down without compromising on taste, will be available at more than 220 Dan Murphy’s stores and 1,300 BWS stores across Australia from October 1, 2018.

The company says Skinny Lager differs from other lagers already available on the Australian market – it has a low carbohydrate content of only 2.97g (0.9%) and 89kcal per 330ml bottle, while maintaining the ABV level at 4%.

Skinny Lager is created using a special brewing process which removes residual sugars from the liquid without reducing the ABV.

Consumers globally are becoming more aware of their consumption choices – which is reflected not only by the rise of those who choose a vegetarian or vegan diet, but also in the drinks they choose at the bar and at home.

The rise of the health-conscious consumer is clear, meaning more lager lovers are searching for low calorie alternatives to enjoy – and Skinny Brands says Skinny Lager caters to this need.

Gary Conway, co-founder and director at Skinny Brands, said: “We are delighted that Dan Murphy’s & BWS have been so quick to take on Skinny Lager.

“Australia is one of the most sophisticated alcohol markets in the world, where Skinny Brands will be competing in an established Low Carb category.

“We are confident we can make our mark and look forward to taking on this new challenge.”

He added: “We are excited to get Skinny Lager in the hands of an entirely new audience.

“It is a truly unique lager that tastes great, is low carb and low calorie, and the reaction from consumers so far has been incredible. We believe we can repeat this success down under.”

Skinny Lager is also exported to Italy, Republic of Ireland, Israel, Norway, Russia, Dubai and the United Arab Emirates.