Standing out on the shelf: Skinny Lager positioned in Tesco’s mainstream 'power' aisle

22 Feb 2022 --- SkinnyBrands Premium Lager, Skinny Lager, will make a move to the “Power Aisle” in UK Tesco stores for a limited month-long period to see how it sells. The upgrade is quite unusual for a low-alcohol drink and propels this Skinny brand into the mainstream as low- and no-alcohol trends continue to pick up pace.

And, SkinnyBrands is set to unveil another innovative beer brand this year, Skinny IPA. 

Originally stocked on the Tesco “Free From” aisle from 2020, Skinny Lager has become a firm customer favorite, a full-flavored, 4% ABV Premium Lager that is both vegan, gluten-free and contains 89 calories. 

The brand says this is 35% fewer calories than other premium lagers. 

Skinny Lager is a full-flavored, 4% ABV Premium Lager that is vegan, gluten-free and contains 89 calories.The Tesco Power Aisle is known as the central aisle in the supermarket between two sets of aisles and surrounded by gondola ends. 

The brand also stresses that it has worked hard on growing and retaining a loyal fan base of Skinny Lager drinkers and has eyes on driving sales and enticing in new customers with this move. 

In a crowded and competitive sector, SkinnyBrands believes the key to reaching new-to-brand consumers comes from the success of Skinny Lager standing out on the shelf. 

Educational packaging
The Skinny Lager packaging looks to tell an educational story that helps the brand stand out at the point of purchase, and being stocked on out-of-category aisle spaces such as the Power Aisle will continue to entice in new customers who previously wouldn’t have a need or want to visit the “Free From” aisle. 

The brand is also distributed nationwide in Morrisons, Asda and online with Amazon and Ocado with plans in place to further its consumer market listings.

The Skinny Lager draught version has also gained listings in nationwide wholesalers and foodservice, alongside brand exports rising. Skinny Lager is already available in Africa, Asia, Europe, and the Middle East.   

Later this year, it will launch in the US and Canada, along with the Balearics and mainland Spain.

Calorie content transparency
Produced under license at Cameron’s Brewery in Hartlepool by North West-based drinks company Skinny Brands Ltd, Skinny Lager is made with four simple ingredients: water, malted barley, hops and carbon dioxide. A special brewing process allows the residual sugars to be extracted to create a low-calorie and flavourful product.  

“Looking at the ever-changing needs of the consumer, the Skinny Lager move to the Power Aisle shows there is an increasing appetite for calorie content transparency, where consumers can make informed decisions,” says Adrian Hirst, CEO from SkinnyBrands.

Consumers no longer want to make compromises, but finding something that fits into their lifestyles, and this is really where SkinnyBrands comes into play,” he notes.

“Accessibility is essential to Skinny Lager, and being situated on the Power Aisle makes us more accessible than ever and continues to grow us as a soon-to-be household name,” adds Lucy Chan Chappells, marketing manager from SkinnyBrands.

Edited by Gaynor Selby