Global Brands acquires UK low-calorie beer and cider maker Skinny Brands

UK drinks group Global Brands has acquired Skinny Brands, the low-calorie, gluten-free beer and cider company behind Skinny Lager, Skinny IPA and Skinny Fruit Cider. The three brands move into the Global Brands portfolio with immediate effect. Terms were not disclosed.

Skinny Brands was founded in 2015 by entrepreneurs Tom Bell and Gary Conway with a "better-for-you" alcoholic positioning. A decade in, the brand is stocked across Tesco, Morrisons and B&M Bargains.

A bet on the lower-calorie shift

The acquisition lands as UK drinkers continue to recalibrate around calorie content. According to figures cited by Global Brands, roughly 41% of UK adults now factor calorie content into their drink choices, and 26% actively seek out lower-calorie options. Sales of lower-calorie beers grew by more than 17% in 2024.

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For Global Brands, Skinny is the latest in a string of portfolio plays in mature but reshaping UK drinks categories. The group acquired Hooch, Hooper's and Reef in 2023, signalling a strategy of buying recognised challenger brands rather than building from scratch.

What the buyer says

"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, and the team has done an impressive job at building a brand in what is a highly competitive and fast-evolving category," said Steve Perez, founder and CEO of Global Brands.

Ultimately our ambition is to take Skinny Brands from a strong challenger brand to a truly mainstream player, both in the UK and internationally.

Perez framed the deal as a distribution play. "With Global Brands' international reach, this acquisition means 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," he said. "Ultimately our ambition is to take Skinny Brands from a strong challenger brand to a truly mainstream player, both in the UK and internationally."