Skinnygirl Cocktails the Fastest-Growing Spirit

by Angela Nazworth | April 16, 2012 5:50 pm

The cutely packaged, low-cal Skinnygirl Cocktails, manufactured by Beam (NYSE:BEAM[1]), has struck a chord among its targeted audience. According to data[2] from Technomic’s Adult Beverage Resource Group, the trendy concoction is the fastest growing spirit brand in America.

Technomic’s data also indicated that consumers prefer sweet and spicy flavored spirits and those with vodka, rum and whiskey. Valued-priced beverages are also gaining popularity.

Larger, well-known brands like Brown-Forman‘s (NYSE:BF.A[3], BF.B[4]Jack Daniels also fared well in the study, though Jack didn’t crack the top five. Here’s who did:

Rank Brand Marketer/Importer 2011 Volume % Change
1 Skinnygirl Cocktails Beam Inc. 586 388.3%
2 Familia Camerena Tequila Alto Spirits/E&J Gallo Winery 250 233.3%
3 Malibu Prepared Cocktails Pernod Ricard USA 150 158.6%
4 Fireball Cinnamon Whisky Sazerac 180 157.1%
5 Rökk Vodka Diageo (DEO) 200 122.2%
Source: Technomic

The complete report can be purchased at Technomic[5].

Endnotes:
  1. BEAM: http://studio-5.financialcontent.com/investplace/quote?Symbol=BEAM
  2. data: http://www.technomic.com/Pressroom/Releases/dynRelease_Detail.php?rUID=160
  3. BF.A: http://studio-5.financialcontent.com/investplace/quote?Symbol=BF.A
  4. BF.B: http://studio-5.financialcontent.com/investplace/quote?Symbol=BF.B
  5. Technomic: http://www.technomic.com/Reports_and_Newsletters/Industry_Reports/dyn_PubLoad.php?pID=106

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