A low-calorie beer challenger has found a bigger platform: Global Brands has acquired the assets and intellectual property of Skinny Brands from administrators for an undisclosed sum, with the business continuing to trade.
The deal brings Skinny Lager, Skinny IPA and Skinny Fruit Cider into Global Brands’ portfolio with immediate effect, strengthening its position in the fast-growing “better-for-you” segment of the beverage market.
Founded in 2015 by Tom Bell and Gary Conway, Skinny Brands built its reputation around low-calorie and gluten-free alcohol alternatives. Its products are widely distributed through major UK retailers including Tesco, Morrisons and B&M Bargains.
Steve Perez, founder and CEO of Global Brands, highlighted that the company has been closely monitoring consumer demand for healthier options. He emphasized that Global Brands’ established distribution and logistics network will help accelerate Skinny Brands’ expansion, with the aim of transforming it from a strong challenger into a mainstream player in the UK and international markets.
The company pointed to shifting consumer behavior, noting that around 41% of UK adults consider calorie content when purchasing drinks, while 26% actively seek lower-calorie options. This trend has driven more than 17% growth in low-calorie beer sales in 2024.
The acquisition follows Global Brands’ purchase of Hooch, Hooper’s and Reef in 2023, and reflects a broader industry trend of portfolio reshaping toward growth categories (inside.beer, 04.01.2023).
