Low-calorie alcoholic drinks take off in US, Europe

Low-calorie fever has hit a segment not traditionally associated with health: alcohol. As consumers increasingly focus on healthy lifestyle choices, alcohol producers are jumping on board the low-calorie bandwagon, according to the IWSR Global Trends Report 2014.

Low-calorie brands Skinnygirl and Voli Lite vodka led the change in the US, with a number of low-calorie spirit, pre-mix and wine launches following on from their success. While the trend began in the US, these low-calorie alcohol products have begun appearing in markets across the globe, the report says.

For example, low-calorie rum-based beverage Malibu Island Spiced is targeted at health-conscious female consumers. The product contains rum, coconut liqueur, spices and the zero-calorie sweetener Truvia.

The pre-mix market has been inundated with low-calorie products. Skinnygirl Cocktails recently launched two new low-calorie products on the US market: Sweet’arita and Sparkling Margarita, both of which contain fewer than 100 calories per bottle. Slim Lizzy’s cocktail kegs are available to the US on-trade, providing low-calorie margaritas and cosmopolitans on tap.

UK consumers are also embracing the low-calorie trend. Diageo has targeted health-conscious female consumers with a low-calorie vodka spritz called Nola. The company has also launched a line of Smirnoff Sorbet Light pouches.

Even a sector steeped in tradition is making the change to low-calorie products. Zero-dosage Champagnes and sparkling wines are gaining popularity through Europe. Alexandre Penet has launched a Skinny Champagne, while Champagne Tribaut has launched a Skinny Rosé.

To read the full IWSR Global Trends Report 2014, visit www.theiwsr.com.