Skinny Margarita was once a popular low-calorie premixed margarita that seemed to disappear from store shelves a few years ago. For those wondering what happened to this diet-friendly cocktail, here is a look back at the rise and fall of Skinny Margarita.
The Origins of Skinny Margarita
Skinny Margarita first launched back in 2011 as a product of Beam Inc., the company behind popular spirits like Jim Beam bourbon and Sauza tequila. It was marketed as having all the flavor of a traditional margarita but with fewer calories and lower alcohol content. The pre-mixed cocktail was made with Sauza Silver tequila and lime juice and sweetened with agave nectar instead of high fructose corn syrup. At only 100 calories per 5 ounce serving, Skinny Margarita became a hit among health-conscious drinkers looking for a lighter cocktail.
The Appeal of Pre-Mixed, Lower Calorie Cocktails
Part of the appeal of Skinny Margarita was its convenience as a ready-to-drink cocktail. By 2011, the market for premixed cocktails and cooler drinks was growing rapidly. Skinny Margarita was able to stand out from other margarita-inspired coolers by emphasizing its use of 100% blue agave tequila and natural ingredients. Its lower calorie count also made it appealing for dieters or people looking for a lighter drink. Riding the waves of the ready-to-drink cocktail boom and the increasing demand for low calorie options, Skinny Margarita found an eager consumer base.
The Health Halo Effect
The “health halo” effect likely contributed to Skinny Margarita’s success. Even though the 100 calorie cocktail still contained alcohol, the associations with weight management, natural ingredients, and moderation gave it a halo of health. This psychological effect causes people to perceive products marketed as “skinny” or “light” as inherently healthier, even if the nutrition facts don’t fully support those claims. Skinny Margarita cashed in on this effect by using weight loss terms consumers respond to in the name and branding.
Skinny Margarita’s Growing Popularity
Within its first year, Skinny Margarita expanded distribution to 30 states and saw repeat purchases from fans. Growth continued for several years, leading Beam Inc. to introduce other flavors like Skinny Margarita Lime and Skinny Margarita Mango in 2013. As the ready-to-drink cocktail market grew from $1.5 billion to $2 billion between 2015-2017, Skinny Margarita was able to ride that wave to further success. For a period, it seemed poised to become a top contender in the flavored malt beverage arena.
Celebrity Endorsements
The brand invested in celebrity endorsements from stars like singer LeAnn Rimes to give Skinny Margarita wider exposure and influence. Associating the brand with the lifestyles of the health-conscious Hollywood elite helped attract female dieters as a target demographic. Lean Cuisine also did cross-promotional campaigns with Skinny Margarita, tying the cocktail to their line of light frozen meals.
| Year | Sales Milestone |
|---|---|
| 2011 | Launched in 30 states |
| 2013 | Introduced new flavors |
| 2015-2017 | Rode flavored malt beverage boom |
What Led to Skinny Margarita’s Decline?
Despite several strong years of growth, Skinny Margarita started to slow down by 2015. Sales stagnated and distribution to stores and restaurants began to decline. By 2017, the once rising star of the premixed cocktail world had faded from most store shelves. What factors contributed to its sudden downfall?
Market Saturation
One of the challenges Skinny Margarita faced was market saturation. The success of the brand spurred many new competing products in the flavored malt beverage category. Established players like Jose Cuervo and Sauza launched their own lines of ready-to-drink margaritas. The crowded field made it harder for Skinny Margarita to retain its hold on the market.
Loss of Novelty
While lower calorie margaritas seemed exciting and new when Skinny Margarita first emerged, it eventually lost that novelty factor. Competitors adapted by offering their own “skinny” labeled products, making Skinny Margarita seem less unique. Without that clear product differentiation, it struggled to stand out from the crowd.
Lawsuit Over Deceptive Advertising
In 2015, a consumer advocacy group filed a lawsuit against Beam, Inc., claiming Skinny Margarita’s advertisements deceivingly emphasized the drink’s low calorie count without adequately disclosing the alcohol content. Though Beam disputed the claim, the lawsuit generated some bad publicity that may have contributed to declining opinion of the brand.
The Future of Skinny Margarita
Since 2017, Skinny Margarita seems to have disappeared altogether from store shelves. Some speculated that Beam Inc.’s acquisition by beverage giant Suntory may have led to the brand being phased out. While its reign as America’s top low-calorie margarita has come to an end, Skinny Margarita made a notable impact in its heyday. It capitalized on interest in diet-friendly cocktails and ready-to-drink products, inspiring many similar products to follow. Though no longer available, Skinny Margarita’s influence can still be seen as more brands market lighter, pre-mixed cocktails with a health halo. For those who miss that Original Margarita flavor, similar options have emerged to fill the void. But Skinny Margarita will remain an iconic cautionary tale about how hard it is to stay on top in a quickly evolving beverage landscape.
Conclusion
Skinny Margarita rose to prominence as a low-calorie pre-mixed margarita riding high on ready-to-drink cocktail trends and health halos. But market saturation, loss of novelty, and lawsuits led to its gradual decline. Though no longer available, Skinny Margarita demonstrated the potential demand for light, convenient cocktails. Its legacy lives on through the many competing products it inspired, even if the original has been left behind. For brands, the story highlights how difficult it is to stay on top in a constantly changing marketplace once the novelty wears off. But for those who enjoyed sipping Skinny Margaritas back in the day, it remains a nostalgic brand representing a fleeting moment in time when low-cal margaritas were new and exciting.