This is the diet vodka for you if you want to have your booze and diet too

As skinny-conscious consumers continue to opt for diet-friendly alternatives, even traditional liquor companies are rolling out low-calorie options.


May 2, 2018

Diageo, the maker of Smirnoff and Ciroc products, is rolling out a lower-calorie, lower-alcohol version of Ketel One, as reported in The Wall Street Journal.

The largest liquor producer in the world, Diageo claims a 1.5 oz shot of Ketel One Botanical will have 40% fewer calories than a glass of white wine — but they’ll have to sell the booze as a beverage “made with vodka” instead of the real thang.

Ketel One has lost its buzz 

Ketel One’s market share has dribbled out of the glass to a sobering 1.7%. Titos, on the hand, commands a full 8.1% — and they’re ordering another round.

But why are these buzzed newcomers outperforming the top-shelf boozes that got your granddaddy drunk? Here’s at least one reason: it’s advertised as gluten-free.

Cuz if there’s one thing Americans are more obsessed with than booze… it’s dieting.

Good for the waistline — and the bottom line

The same wave of consumer preference that rocked the soda industry’s boat decades ago — shifting 43% of Coca Cola’s sales to reduced-sugar, reduced-calorie sodas — is finally lapping the big booze industry.

New alcohol companies like Skinnygirl and SpikedSeltzer cater to calorie-conscious consumers hoping to maximize ABV but minimize guilt — and traditional booze brands are trimming down to compete.

So be bad and order that diet vodka with your diet Coke…

Join 1.5m+ professionals getting The Hustle daily news brief

Business and tech news in 5 minutes or less

100% free, no ads or spam, unsubscribe anytime

Psst

How'd Bezos build a billion dollar empire?

In 1994, Jeff Bezos discovered a shocking stat: Internet usage grew 2,300% per year.

Data shows where markets are headed.

And that’s why we built Trends — to show you up-and-coming market opportunities about to explode. Interested?

Join us, it's free.

Look, you came to this site because you saw something cool. But here’s the deal. This site is actually a daily email that covers the important news in business, tech, and culture.

So, if you like what you’re reading, give the email a try.

If you don’t like it, unsubscribe any time. Privacy policy.