The move will see Skinny Lager, Skinny IPA and Skinny Fruit Cider brought into the Global Brands portfolio with immediate effect.
The Chesterfield-based manufacturer already produces some of the UK’s best-known alcoholic and mixer beverages, including VK, Hooch and Corky’s, as well as Franklin & Sons tonic water, Gather Cocktails, and Take Tequila.
Founded in 2015 by entrepreneurs Tom Bell and Gary Conway, Skinny Brands was designed to offer consumers a greater variety of “better-for-you” alcoholic alternatives.
A decade later, the brand is listed in several major retailers, including Tesco, Morrisons and B&M Bargains.
With consumer tastes evolving towards greater consumption of ‘better-for-you’ options, Skinny Brands has been able to find solid success.
“I have long admired Skinny Brands – the shift towards low-calorie, gluten-free options is something we have been actively monitoring for some time at Global Brands, and the team has done an impressive job of building a brand in what is a highly competitive and fast-evolving category,” said Global Brands chief executive officer Steve Perez.
“We are always evaluating how we can strengthen our brand portfolio for our customers, and this acquisition marks another important milestone in that journey. Skinny Brands has built a strong position within the ‘better-for-you’ drinks space, and we believe these drinks offer a great, natural fit for our business and for the customers we work alongside.”
He continued: “With Global Brands’ international reach, this acquisition means we are able to put the full strength of our business behind Skinny Brands – from distribution and logistics to our established customer network – accelerating its growth by introducing it to new markets, while also giving our customers access to a broader, more relevant portfolio within a high-growth category.
“Ultimately, our ambition is to take Skinny Brands from a strong challenger brand to a truly mainstream player, both in the UK and internationally.”
According to Global Brands, approximately 41% of UK adults consider calorie content, with 26% actively seeking lower-calorie options. As a result of this changing consumer behaviour, sales of lower-calorie beers grew by more than 17% in 2024.
This latest acquisition follows on from Global Brands’ purchase of Hooch, Hooper’s and Reef in 2023, and reflects its continued growth ambitions, with a focus on diversifying its portfolio in line with changing consumer demand.
