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FOOD & BEVERAGES | Alcoholic Beverages

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Founded Year



Private Equity | Alive

Total Raised


About SkinnyBrands

SkinnyBrands is a UK-based alcohol brand.

SkinnyBrands Headquarter Location

Manchester, England,

United Kingdom

Latest SkinnyBrands News

Skinny Lager Records Revenue Growth

Oct 27, 2021

KamCity 27th October 2021 The SkinnyBrands Premium Lager brand has recorded 65% revenue growth for 2021 (YoY), despite the effects of the pandemic and Brexit impacting the drinks industry. The product is a 4% ABV lager with only 89 calories per bottle. It is sold by Tesco, Morrisons, Asda, Amazon, and Ocado, with plans in place to further its consumer market listings. The Skinny Lager draught version has also gained listings in wholesalers and foodservice, and expanded overseas in Africa, Asia, Europe and the Middle East. It will launch in the US and Canada this year, along with the Balearics and Spain in 2022. During the initial lockdown in the UK and the closure of hospitality, consumers were drinking more frequently, purchasing beer online and wanting to watch their calories. Skinny Lager championed this trend and, as a result, became the ‘Most reviewed lower calorie lager’ on Amazon UK for their 12-pack 330ml bottles and saw a 220% surge in sales. The brand is now focused on retaining customers post-lockdown to keep driving sales across the multiples. In a crowded and competitive sector, SkinnyBrands believes the key to reaching new consumers comes from the success of Skinny Lager standing out on the shelf. The packaging looks to “tell an educational story” that helps the brand stand out at point of purchase, complemented by out-of-category aisle spaces. A series of digital campaigns are also being used to entice new customers. Meanwhile, the brand has added 330ml cans to the range, inspired by demand from fans of the drink. With its distribution growing, SkinnyBrands is now working towards an above-the-line TV and media campaign to drive increased awareness of the Skinny Lager range. This will be unveiled in the new year. Adrian Hirst, CEO from SkinnyBrands, said: “The beverage industry needs to modernise and evolve with the needs of consumers. It was clear during lockdown that having a brand so readily accessible online would appeal massively to consumers and something we really benefited from. Skinny Lager also supports the renewed interest in calorie content transparency, where consumers can make informed decisions.” Lucy Chan Chappells, Marketing Manager from SkinnyBrands added: “To see the extensive growth we have managed to achieve in 2021 is something we’re incredibly proud of from our small and mighty team. “Accessibility is essential to the growth of the brand and we have worked hard to ensure we are readily available for drinkers to discover us. We also want to showcase the brand and help it become a household name, so fans can enjoy lager while sticking to their lifestyle and fitness goals, or if they’ve previously been restricted due to dietary needs.” SkinnyBrands revealed that it is also planning to unveil another beer brand in 2022 in harmony with Skinny Lager. TAGS

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