Global Brands acquires low-calorie beer brand Skinny Brands

Global Brands has acquired the assets and IP of low-calorie, gluten-free beer and cider brand Skinny Brands.

Terms of the deal were not disclosed. However, Skinny Brands filed notice to appoint a voluntary liquidator at Companies House yesterday (23 April).

While the brand is integrated into the Global Brands portfolio, manufacturing will continue with existing third-party suppliers, The Grocer understands. 

It remains unclear if any of Skinny Brands’ staff will continue to be employed by the business post-integration. 

“We are currently working with some of the existing staff to support a smooth transition, with the structure of the combined business, including roles, to be reviewed over time in line with future growth plans,” Global Brands CEO Steve Perez said. 

Skinny Brands joins brands including Hooch, VK and Franklin & Sons in the Global Brands portfolio.

The brand, founded by Tom Bell and Gary Conway in 2015, has products listed in retailers including Tesco, Morrisons and B&M.

“I have long admired Skinny Brands,” Perez said. “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.

“Ultimately our ambition is to take Skinny Brands from a strong challenger brand to a truly mainstream player, both in the UK and internationally.”

Last summer Skinny Brands was rapped by the Portman Group over the weight-loss connotations of its product and packaging.

The supplier said it was working with the Portman Group’s Advisory Service to amend its packaging, following the ruling.