In explaining the reverse in fortunes, Chief Executive Officer Matthew Shattock said on conference calls last year that it was tough to cycle against "really explosive growth." He blamed bad summer weather for hurting Skinnygirl's sales, because it caused retailers to devote less display space to the brand, which is "three times more reliant on impulse purchases." The whole ready-to-serve cocktail category, which makes up 60% of Skinnygirl's sales, was hit by the unfavorable weather, he said.
He remained optimistic on Skinnygirl though, saying that "calorie control cocktailing for women is an important concept," and Frankel, who was on The Real Housewives of New York City, might help reinvigorate the brand with her new talk show."Bethenny Frankel, our partner, will be coming back on the airwaves herself with her new daytime talk show, which I think will help inject the awareness and excitement that the brand needs," he said at a conference sponsored by Barclays in September.
It ain't just Whole Foods that has an issue with the ingredients in Bethenny Frankel's Skinnygirl Margarita -- now, a class action lawsuit has been filed against the company that owns the brand.
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BRING ON THE GOOD TIMES (Gary O`Reilly & Maggie G.)11.
Beam bought Skinnygirl in March 2011 for an undisclosed amount, saying that the brand had "strong consumer equity and momentum, particularly among women seeking convenient, low-calorie premium cocktails." Its most popular product is the ready-to-serve Skinnygirl Margarita, which contains 100 calories per 4-ounce serving.
It also sells other ready-to-serve cocktail flavors like mojito and piña colada, and has expanded into low-calorie wines and vodkas.