Heineken launches Skinny Lager to its estate

15-May-2017 - Last updated on 16-May-2017 at 09:19 GMT

Low-calorie: Skinny Lager has 30% less calories than other lagers

Brewer and pubco Heineken UK will launch a low-calorie Skinny Lager into its 1,500-strong estate this month (May).

Unveiled in 2016, Skinny Lager is 4% ABV and has a third fewer calories than other lagers on the market.

All SkinnyBrands products are vegan-friendly and gluten-free, which also makes it the only low-calorie lager on the market, suitable for the growing number of UK consumers suffering from coeliac disease.

Huge vote of confidence

Skinny Lager will be available in a 330ml bottle and its launch will be accompanied by an extensive and strategic marketing, PR and social media campaign, which will include promotions and events throughout this year.

SkinnyBrand director and co-founder Tom Bell outlined how having the support of brewer has given a boost his company.

He said: “Having the backing of Heineken UK is a huge vote of confidence for Skinny Lager’s product quality and offering.

“We know this is a great product and overwhelming positive feedback from the industry and public has confirmed this, so to have Heineken UK stocking our brand really does endorse what we have been saying.”

Healthier choices

Bell also highlighted the rise of a healthy lifestyle with consumers and how Skinny Lager has embraced this attitude.

He added: “Consumers are increasingly wanting to make healthier choices, especially when eating out but, with the lack of innovation in the sector, they have previously had to turn to low-alcohol options to reduce their calorie intake, until now.

“Skinny Lager is the only brand that ticks all the boxes, giving customers a great-tasting product with full alcohol content and fewer calories.”