Skinnygirl was the big winner, as it “opened up an entire new category…by having a brand that directly targets women and low-calorie,” says Melanie Hellenga, marketing director, Skinnygirl.
Other top sellers include: Jose Cuervo Authentic Margaritas, Jose Cuervo Golden Margarita, T.G.I. Friday’s, The Club, Smirnoff Cocktails Collection and Captain Morgan Long Island Iced Tea.
Among all spirits categories, premixed cocktails have the highest percentage of female drinkers at around two-thirds. Marketers have aggressively targeted the female demographic while touting prepared cocktails as an alternative to beer and wine for those who are entertaining at home or hosting a leisure-time event.
In May, Beam extended the Skinnygirl premixed cocktail line with Piña Colada. This rule-breaking offering is a cream-free low-calorie alternative to the typically thick tropical cocktail that can reach a whopping 800 calories per serving. “Skinnygirl Piña Colada is one of our most groundbreaking offerings yet, with less than 100 calories per 4-ounce serving and the same great taste,” says Hellenga.