RTD specialist Global Brands has made a beer & cider move, buying the Skinny Brands portfolio out of administration.
UK-based Skinny Brands, which was founded in 2015 and entered voluntary liquidation earlier this month, will join the VK and Hooch owner, along with its namesake lager, IPA and fruit cider SKUs. Neither party divulged the financial details behind the transaction, which took place this week.
When contacted by Global Drinks Intel today (24 April), a spokesperson for Global Brands, which is also based in the UK, said Skinny Brands was purchased from “a number of shareholders, including the original founders and private-equity firm Mosaic”. A request for further information resulted in the spokesperson clarifying that Global Brands “bought the business from the administrators, therefore it was still trading”.
“The shift towards low-calorie, gluten-free options is something we have been actively monitoring for some time at Global Brands,” said founder & CEO Steve Perez. “The team has done an impressive job at building a brand in what is a highly competitive and fast-evolving category.
“We are always evaluating how we can strengthen our brand portfolio for our customers, and this acquisition marks another important milestone in that journey. Skinny Brands has built a strong position within the ‘better-for-you’ drinks space, and we believe these drinks offer a great, natural fit for our business and for the customers we work alongside.”
Just over two years ago, Global Brands expanded Hooch’s presence to include a draught format in its home market.
