Home
Search
Sign up to receive Action Alerts and eNews  join button horiz                                         Stay Connected 

The New Spirits "Thin-dustry"

Bethenny_Thindustry1

In an attempt to find yet another way to target the young female demographic, spirits producers have sprung new lines of premixed drinks designed and marketed to associate drinking their products with weight loss. This new trend toward spirits marketed as “low-cal” even has its own industry label: The “Thin-dustry.” This move by the spirits industry marks an obvious attempt to follow in the footsteps of the Big Beer duopoly, where for the past several years MillerCoors and Anheuser Busch InBev have seen success through marketing low-cal and low-carb beer lines targeted to both men and women.

 

The new spirits “Thin-dustry” is taking a decidedly young, women-focused approach. The poster child for this new class of products is a line called “Skinnygirl Cocktails” - as if that’s what will happen to you if you drink their lower-calorie margaritas. Launched and promoted by Bethenny Frankel, a reality TV star and former ‘Real Housewife of New York City,’ Skinnygirl's marketing carefully stops just short of claiming the product actually causes weight loss. But that doesn’t stop them from exploiting the physical insecurities of American women for financial gain, by encouraging them to buy a product that will do nothing but harm the very thing they worry about most. The marketing spin for the product is perfectly encapsulated by a toast Bethenny gave in this deleted scene from her reality show that she tweeted to her fans: “Have fun, and don’t get fat and bloated.”

 

Not surprisingly, the Skinnygirl Cocktail line has been very successful - it was recently acquired by Fortune Brand’s Beam Global Inc. for an estimated $120 million (the fact that Fortune recently split into subsidiaries and could be thinking about entertaining offers for Beam Global makes the Skinnygirl acquisition a particularly strategic move). The Skinnygirl deal involved the promise that Bethenny will stay involved for the sake of “creative control” (read: marketing), a great deal for Beam Global given all the free advertising they get by using a reality TV star, her TV show and profuse media appearances to sell the product. As Bethenny herself said, “I went on the show singlehandedly and exclusively for business.” As reality TV becomes more and more about the marketing of products, we'll keep our eyes peeled for increasing examples of this insidious (and unregulated) advertising by Big Alcohol.

TAKE ACTION

GUI graphic



Tell the White House and ABI’s Michel Doukeris that free beer will not cure COVID-19. ABI should donate to hospitals that treat alcohol-related harm, not mask marketing as public health. READ MORE

Click to
TAKE ACTION NOW
or
text the word "JUSTICE"
to 313131

FEATURED PUBLICATIONS

NEW FROM ALCOHOL JUSTICE 
The cover of the Los Angeles County Shelter-In-Place Survey report
THE ALCOHOL SIP (SHELTER-IN-PLACE) SURVEY 
Alcohol use in Los Angeles County under lockdown
(co-published with the Institute for Prevention Strategies)

Recent publications
THE HIGH COST OF THE 4 A.M. BAR BILL

click to download

IN THE DOGHOUSE

the Monopoly Man (Uncle Pennybags, we believe) chases a beer
AJ Calls on Becerra to Stop Distributorship Grab

AB InBev buys out major California alcohol distributor in clear disregard of three-tier and antitrust law. It's time for the Attorney General to step in.

READ MORE...

LEGISLATIVE ACTIVITY

californiaCA Alcohol Legislation
All legislation related to alcohol policy in Sacramento. Includes analysis & position letters from AJ & CAPA.


Narcan Kit VsmallNEW!  CA Opioid Legislation
CA bills concerning opioid and overdose prevention, recovery, and treatment.



all bills from every state and federalNationwide Legislative Tracking
State-by-state and federal bills relevant to AJ projects/campaigns.




ADVOCACY TOOLS

Tax Calculator
              Legislative Activity
              Fact Sheets
              a dialogue bubble with an exclamation in it Online ABC Complaint Form