The cutely packaged, low-cal Skinnygirl Cocktails, manufactured by Beam (NYSE:BEAM), has struck a chord among its targeted audience. According to data 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
, BF.B) 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.
