"For many women, awards season is their Super Bowl. So they are hosting gatherings with their friends, talking 'who wore what' on the red carpet, and using [award] shows as an excuse to get together with their friends to gossip and cocktail," said Megan Frank, director of Skinnygirl Cocktails. "It was natural for us to leverage award season and a good way for Skinnygirl to integrate into an occasion that our target consumer is already engaging in."
In its first season, the fantasy league is a way for Skinnygirl to increase consumer engagement with one of the fastest growing brands in the alcohol space.
Acquired by Beam in March 2011 for a reported $100 million, Skinnygirl Cocktails posted 72 percent growth in net sales volume in 2012, with the brand growing to sales of 1 million cases from 100,000 cases in the prior year.
Fueling the growth was an expanded product line. Skinnygirl moved beyond the ready-to-serve Margarita business, and introduced two other product lines, Skinnygirl Wine and Skinnygirl Vodka.
Still, for all the expansion, the Skinnygirl brand still has room to grow.
"We're a relatively new brand," Frank said, "our awareness is about 50 percent and we also know that our number one source of driving awareness is through word of mouth."
"Social media plays a very natural role in helping to grow awareness and particularly with [the fantasy league], we see girlfriends engaging and sharing with their friends," she said. "So it's a great way to spread the word-of-mouth for the brand and build awareness."