Low-calorie Skinny wine to roll out across M&B pubs

By Daniel Woolfson

- Last updated on GMT

M&B: 'real consumer pull' for low-calorie and low-sugar drinks
M&B: 'real consumer pull' for low-calorie and low-sugar drinks

Related tags: Alcoholic beverage

Mitchells & Butlers (M&B) will introduce new wine brand The Skinny Fizz across a large segment of its pub estate next month.  

The Skinny Fizz (11.5% ABV) is produced by Milton Sandford Wines. It is vegan-friendly and contains less than 0.2g of sugar per 125ml. 

It will be available in All Bar One, Browns, Castle Pubs, Nicholson’s, Miller & Carter and Premium Country Pub sites, as well as through the company’s Wine Cellar Club.

Consumer pull

M&B wine procurement manager Henry Boyes said: “We believe there is a real consumer pull for low-calorie and low-sugar products, particularly the growing area of sparkling wine.

“We looked at a few different options in the market, but the brilliantly clear and simple presentation of The Skinny Fizz allows us to really deliver on that guest requirement.

“What is so pleasing about this product is that the low-sugar and low-calorie credentials do not come at the expense of the quality of the liquid or the provenance of the producer – it’s not just a gimmick.”

New brand launch

This week (20 March) M&B launched its latest bar brand, Son of Steak​, in Nottingham, focusing on matured steaks cooked in a Josper charcoal oven.

M&B divisional director Dennis Deare said: “As this is a pilot site, we will take the learnings both operationally and from guest feedback over the next few weeks and months before we make any decision about the possible future opportunities and opening plans.”

Related topics: Wine

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