Ladies preparing for a night out

Low cal alcohol for skinny gals

There’s long been a myth that clear spirits like vodka contain no calories, which has made them appealing to young girls. This only came to my attention recently, and as these things go, I seem to be noticing it all over the shop, literally.

I then noticed an ad in a magazine for Skinnygirl drinks, which made me realise that this really is an issue for women, and one to be capitalised upon apparently.

Thus I felt inclined to ferret out Skinnygirl in a bottle shop, and do a complementary spot of googling. Guess what? There’s a large and very clever Skinnygirl empire out there.

Initially starting off with a margarita, the range has now expanded to include vodka and wine, and claims to bring women “all of the cocktail options you want, without the extra calories you don’t.”

The Skinnygirl margarita was conjured up by a skinny American reality TV star who has a lot of loyal (female) fans: some 567 000 followers on Facebook and half a million on Twitter.

The margarita drink debuted on her reality TV show, and as I mentioned previously, the range of drinks has now expanded. As has the range of products. There’s a nutritional line—Skinnygirl Daily—and Skinnygirl Face and Body, which includes products in margarita and sangria scents.

But why do I say it’s clever?

We know that young women are influenced by media and celebrity. Disordered eating and body dissatisfaction are at plague proportions in young women.

Celebrity endorsers are a common factor in alcohol advertising, and young people have been shown to be particularly susceptible to the marketing of alcohol.

Sweet, ready-to-drink products appeal to young people—especially underage drinkers—because they mask the taste of alcohol. Combine that with something that’s low cal, and bang! there you have it: clever AND harmful.

Sarah Jaggard
Project Officer