Really? Bethenny Frankel’s Skinnygirl is Fastest Growing Brand in the US
Top 5 Hot Brands! Technomic’s Adult Beverage Resource Group Charts Skinnygirl Cocktails as #1
It’s all about the low-calorie hook and the ready to pour ease of Skinnygirl Cocktails, originally launched by reality show personality Bethenny Frankel that helped the brand top the list of the fastest growing spirit brands in the United States.
Frankel sold the brand for an estimated $120 million in 2011 and Skinnygirl is now owned and marketed by Beam Inc., who also just recently purchased Pinnacle Vodka.
Skinnygirl outpaced all other Top 250 brands with a 388 percent gain to break the 500,000-case mark and rank as the fastest-growing brand.
Familia Camarena Tequila, marketed by E&J Gallo subsidiary Alto Spirits, achieved 233 percent growth, making it the second-fastest growing brand. Familia Camarenaoffers two types of 100% blue agave tequila: silver and reposado. The Camarenas have six generations of tequila-making experience.
Triple-digit increases were also reported for the ready-to-drink (RTD) Malibu Prepared Cocktails which came in as the third fastest growing brand, followed by Sazerac‘s ‘hot’ shooter Fireball Cinnamon Whisky and coming in as the fifth fastest growing brand was Rökk Vodka made with glacial water from Kallby, Sweden.
The data shows that leading spirits brands reflect shift in both flavor preferences and spending among U.S. consumers. “Among the fastest-growing spirits brands, we see a definitive shift towards sweet and also spicy flavors, with flavored vodka, rum and whiskey products gaining steam.
This is a change from the savory flavor profiles that had been popular in recent years,” said Donna Hood Crecca, senior director of the Adult Beverage Resource Group.
“Also, the emergence of innovative value-priced products, particularly in vodka, is occurring alongside continued growth of several established premium- and ultra-premium priced brands.
”Smaller brands grew swiftly in 2011, with the final 50 brands achieving 6.5 percent volume growth overall. “What’s more, the expansion among brands not included on the Top 250 list outpaced that of these leading brands,” said Crecca. “These include small artisanal brands, new line extensions and product launches that have ramped up following the recession.”
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