International Spirits, LLC has launched Ivana B Skinny low-calorie, wine-based cocktails to compete in the fast growing segment of low calorie, pre-mixed cocktails. Ivana B Skinny are available in Margarita, Cosmopolitan and Appletini flavors with more flavors on the way. Each product is 10% alcohol, and all less than 100 calories per 5-ounce serving.
"Celebrity is great for launching a product, but if your product can't satisfy the tastes of your audience, it's not going to sustain you," said Tony Elward, CEO and co-owner of International Spirits, LLC. "The bottom line: people prefer the flavor of Ivana B Skinny Cocktails over other brands."
Ivana B Skinny Cocktails are the newest product from the company who also imports Ivanabitch Vodka, Gina and Brandy, and they believe they've found the secret to better tasting, low-calorie cocktails.
"We did a lot of experimenting with alcohol-based versus wine-based drinks and found that wine makes the drinks sweeter, more flavorful and keeps the calories lower," said Elward. International Spirits hosted focus groups and taste testings among distributors, bloggers and women to ensure they had a winning, more preferred, flavor.
Consumers can find Ivana B Skinny Cocktails in many liquor and convenience stores in the following states: Indiana, Missouri, Kansas, Louisiana, Tennessee, Arkansas, Kentucky, Florida, Texas, California, Georgia, South Carolina, Washington D.C., Maryland, New Mexico and Arizona.
"Because we're a wine-based drink, we have many more opportunities for distribution and part of that strategy is through national chains, giving customers easier access to our products," said Steve Koegler, Chairman and co-owner of International Spirits. The company plans to distribute 50,000 cases through the end of 2011 with up to an additional 500,000 cases shipped in 2012. "Yes, we plan to take over the market with taste, not celebrity," he added.
"We wanted our product to appeal to women who love to entertain and aren't simply swayed by a celebrity name," said Pete Helow, Chief Marketing Officer. "We also wanted the product on the shelf to say 'I'm ready to drink with no additional mixing required,' which is how we developed the shaker bottle packaging."
Ivana B Skinny Cocktails come in a 750 mL glass bottle, with 12 bottles to a case, and a suggested retail price of $13.99.