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…
