Here's some good news for Bethenny Frankel: her Skinnygirl Cocktails are the fast-growing spirits brand in the entire U.S., according to data released by Technomic’s Adult Beverage Resource Group. Her brand grew 388% from 2010 to 2011. Frankel sold her brand to the fourth largest spirits company, Beam Global, for a pretty penny in 2011.
The growth of Skinnygirl is consistent with other trends of the spirits industry. "These brands are performing well overall, which points to the strength of the spirits market," says David Henkes, vice president and head of Technomic's adult beverage practice, in a press release. "Some of the more established Top 250 brands were affected by the recession and may now be experiencing a somewhat slower growth pace than prior to the recession. Others, however, are enjoying tremendous gains as they tap into various consumer trends."
Want to see which companies are nipping at Bethenny's heels? Check out the slideshow below.
Note: The 2011 volume is by thousands of nine-liter cases. The percentage growth is from 2010 to 2011.
Rokk Vodka is made with glacial water from Kallby, Sweden. The company has partnered with The Lonely Island on ad spots as well -- the brand isn't afraid to get noticed. Marketer/Importer: Diageo 2011 Volume: 200 Percent Change: 122.2%
Fireball has been around only since 2007 in the U.S. but apparently people like their whisky with a tinge of sweetness. Or maybe they just like the slogan: "Tastes Like Heaven, Burns Like Hell." Marketer/Importer: Sazerac 2011 Volume: 180 Percent Change: 157.1%
The coconut-flavored Malibu rum doesn't need any mixers anymore. The brand offers ready-to-drink Malibu Rum Punch, with pineapple, banana, passion fruit and mango flavors as well as Malibu Caribbean Cosmo with coconut, lime, orange and cranberry flavor. Marketer/Importer: Pernod Ricard USA 2011 Volume: 150 Percent Change: 158.6
Familia Camarena Tequila offers two types of 100% blue agave tequila: silver and reposado. The Camarenas have six generations of tequila-making experience. Marketer/Importer: Alto Spirits/E & J Gallo Winery 2011 Volume: 250 Percent Change: 233.3%
Bravolebrity Bethenny Frankel must be thrilled with her reality success, which no doubt has a significant part in the major increased sales of her low-calorie cocktail line. Based on these numbers, it seems as if Frankel has identified a successful niche: ladies who like to drink but are diet-conscious. Or maybe Frankel just has a ton of diehard fans. Marketer/Importer: Beam Inc. 2011 Volume: 586 Percent Change: 388.3%