Beam launches Skinnygirl Cocktails

By James Atkinson

Beam Australia has announced the Australian launch of Skinnygirl Cocktails, its first ever female trademark, which the company claims will redefine the ready-to-serve category.

Acquired by Beam Inc. in March this year, the company says Skinnygirl Cocktails have experienced unprecedented success in the USA since their launch in 2009, becoming the fastest growing spirit in the country.

Beam says Skinnygirl Cocktails are uniquely positioned between the current RTS offerings and premium white/sparkling wine.

"Supporting this is the target consumer; white collar women aged 30 to 39 who don't mind spending money on honest products that suit their lifestyles, representing a new market for the company," the company says.

Skinnygirl Cocktails brand manager, Lisa Spencer said Beam expects Australian women will embrace the cocktails.

"We believe that Skinnygirl Cocktails' brand message of 'Open. Pour. Accessorise.' will strike a chord with sassy women out there looking for a drink to compliment their lifestyle, delivering fun without compromise," she said.

"Beam are excited to launch the first RTS cocktail with fewer than 100 calories per 100ml serve in Australia; the brand's first international market outside North America, taking Skinnygirl Cocktails to global brand status."

Skinnygirl Cocktails will be on shelf in December, and will be supported above-the-line with an integrated PR campaign, targeted seeding campaigns and event sponsorships.

Below-the-line, Beam will be supporting the launch with point-of-sale marketing including ambient and counter display units, creating high visibility at various touch points in-store. The off-premise range will be packaged in stylish, frosted glass bottles, and will be supported in February next year by a range of gift with purchase options.

In total, Beam says the marketing activity represents over $1 million brand investment over the first few months of Skinnygirl Cocktails' launch.

Skinnygirl Margarita; made with Blue Agave Silver Tequila and lightly sweetened with Agave Nectar is light and refreshing with hints of citrus. "It is slightly sweet with a mild tequila essence and leaves a cool sensation in your mouth after the first sip," Beam says.

12% ABV, 82 calories per 100ml serve

Skinnygirl White Cranberry Cosmo is made with genuine vodka and lightly sweetened with Agave Nectar. "With a silky sweet and soft taste, it has a crisp cranberry aroma and is refreshingly cool."

9% ABV, 78 calories per 100ml serve

Skinnygirl Cocktails have a RRP of $26.99 per bottle.