Rejoice…world’s first ‘skinny’ lager is launched

Stockport-based Skinny Brands has launched its Skinny Lager, which contains just 89 calories, around 30 less than in a typical lager.

Made at Cameron’s Brewery in Hartlepool, County Durham, the lager is still full strength with 4% ABV, is gluten-free and vegan-friendly and is also considerably lower in sugar, with just 1.3g.

Co-founder of Skinny Brands Tom Bell, 27, a sports science graduate, was inspired to launch his own company after finding a gap in the market.

He said: “I was a rugby player and had always been into exercise and fitness, but I was drinking a lot. I wanted to find an alternative so that I could enjoy alcohol but not feel guilty about it. But I couldn’t find any options in the UK, so I saw a gap in the market and thought I would give it a go.”

Tom then founded Skinny Booze in 2013, an online platform where companies sell their low-calorie alcohol alternatives.

However, he decided to launch Skinny Brands just last year with business partner Gary Conway after discovering that companies with low calorie products weren’t promoting the health benefits of the products.

They then decided to start creating their own products under the ‘Skinny’ name.

SkinnyBrands

All products sold by Skinny Brands are low in calories, are gluten-free and vegan-friendly.

Tom also claims that the alternatives taste the same as what consumers are used to.

He said: “We know that people don’t want to compromise on strength of alcohol and they still want to be able to enjoy it.

“We have done many blind tests with our drinks compared to other brands and people genuinely can’t tell the difference.

“We believe that just because our products are less calories doesn’t mean that people need to pay more either as it shouldn’t just be the lucky ones who get to try innovative products.”

Skinny Brands are now launching a range of other products after its lager success.

It is sold online and in stores including Bargain Booze and Morrisons.

Tom said: “We have been very popular so far as we are the only company doing this and we believe that more people are searching for ways to drink and socialise but not have the health risks.

“I think people are becoming much more diet and health focused, binge drinking statistics have dropped and people are more conscious about what they eat and drink now. We are keen to show customers that there is an alternative option.”

Skinny Brands are launching wine, cider, spirits and even cocktails later this year.

 

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