Global Brands, the drinks producer behind the likes of Hooch, VK and Franklin & Sons has today announced the acquisition of the low-calorie, gluten-free beer and cider brand, Skinny Brands.
The acquisition sees Skinny Lager, Skinny IPA and Skinny Fruit Cider brought into the Global Brands portfolio with immediate effect.
Skinny Brands was originally founded in 2015 by entrepreneurs Tom Bell and Gary Conway, designed to offer "better-for-you" alcoholic alternatives without compromise, and a decade later the drinks are listed in major retailers including Tesco, Morrisons and B&M Bargains.
The success of Skinny Brands aligns with evolving consumer attitudes towards healthier drinking habits. In United Kingdom approximately 41% of adults consider calorie content, with 26% actively seeking lower-calorie options. As a result of this changing consumer behaviour, sales of lower-calorie beers surged by more than 17% in 2024.
The acquisition of Skinny Brands follows Global Brands’ acquisition of Hooch, Hooper’s and Reef in 2023, and reflects the company’s continued focus on investing in brands that strengthen and diversify its portfolio, in line with consumer demand.
Speaking on the acquisition, Steve Perez, founder and CEO of Global Brands explained: “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 at building a brand in what is a highly competitive and fast-evolving category.
“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.
“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.”