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Monday 24 November 2014

Skinnygirl to capitalise on Prosecco trend

25th September, 2013 by Lucy Shaw

Skinnygirl, the low-calorie wine and pre-mix cocktail brand founded by US reality TV star Bethenny Frankel, has added a Prosecco to its ever-expanding line-up.

Skinnygirl Prosecco

Skinnygirl Prosecco aims to inject the sparkle back into the Skinnygirl brand

The brand, bought by Beam Inc for $US8.1m in 2011, has launched the northern Italian sparkler in a bid to capitalise on the growing thirst for the Prosecco in the US and improve upon its 23% dip in sales over the first half of 2013.

“Our fans are trendsetters and innovators, so we’re always looking for new opportunities,” said Megan Frank, director of SkinnygirlCocktails.

The 11% abv fizz is a limited edition release aiming to offer “guilt-free” enjoyment over Christmas and the New Year, with a 750ml bottle carrying an RRP of US$19.99.

Its makers describe the wine as: “delicate and fruity with a hint of honey, a touch of sweetness and a fresh finish.”

In addition to Skinnygirl Prosecco, the brand also launched three new lower alcohol single varietal wines this week: Skinnygirl Chardonnay, Skinnygirl Pinot Grigio and Skinnygirl Cabernet Sauvignon, all weighing in at 10% abv.

In order to appeal to its health conscious female audience, each of the wines claims to boast 100 calories per 5oz serving compared to an average of 123 calories found in non-diet wines.

The Chardonnay is described as: “a complex combination of white peach, French oak vanilla and orange blossom”, while the Pinot Grigio offers “aromas of tropical fruit balanced with a hint of natural grape sweetness.”

The Cabernet Sauvignon meanwhile, has “aromas of dark berries and warm chocolate, mature tannins and bright acidity.” The Chardonnay and Pinot Grigio carry a suggested RRP of US$11.99, and the Cabernet $13.99.

Joining Skinnygirl Moscato and the brand’s original trio of wines, the new single varietal wines make the Skinnygirl range 20-strong, including the likes of a Cherry Vodka and a premix Mojito.

Skinnygirl is the brainchild of entrepreneur Bethenny Frankel, who appeared in American reality TV show The Real Housewives of New York City.

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