Global Brands, a UK drinks company, has acquired Skinny Brands, a low-calorie, gluten-free beer and cider brand, adding Skinny Lager, Skinny IPA, and Skinny Fruit Cider to its portfolio. Financial terms were not disclosed.
Originally founded in 2015 by Tom Bell and Gary Conway to offer better-for-you alcoholic alternatives without compromising on taste, Skinny Brands has spent a decade building distribution into major UK retailers, including Tesco, Morrisons, and B&M Bargains. The acquisition reflects shifting consumer behavior toward lower-calorie options: approximately 41% of UK adults consider calorie content when choosing drinks, with 26% actively seeking lower-calorie alternatives. Sales of lower-calorie beers surged more than 17% in 2024.
The acquisition follows Global Brands’ purchase of Hooch, Hooper’s, and Reef in 2023 and is part of the company’s continued focus on investing in brands that diversify its portfolio in line with consumer demand. Global Brands plans to leverage its international distribution network and established customer relationships to accelerate Skinny Brands’ growth into new markets, aiming to turn it from a strong challenger brand into a mainstream player in the UK and internationally.
KEY QUOTE:
“I have long admired Skinny Brands. The shift towards low calorie, gluten-free options is something we have been actively monitoring for some time at Global Brands. This acquisition marks another important milestone in our journey. With Global Brands’ international reach, we are able to put the full strength of our business behind Skinny Brands, from distribution and logistics to our established customer network, accelerating its growth by introducing it to new markets. Ultimately our ambition is to take Skinny Brands from a strong challenger brand to a truly mainstream player, both in the UK and internationally.”
Steve Perez, Founder and CEO, Global Brands
