SkinnyBrands secures new backing

Greater Manchester-based SkinnyBrands – who produce the popular Skinny Lager brand – has secured backing from Mosaic Private Equity.

The investment firm has taken a 37.5 per cent stake for an undisclosed sum, with Mosaic having aligned with the rapid growth of the company. Together, they are looking to dominate ‘lifestyle’ category development within the alcohol sector.  

The move also sees SkinnyBrands’ management strengthened, with Mihai Albu, ex-chief executive of ABI Russia and Central Europe, taking up the Chief Executive role, and Adrian Hirst, ex-global sales director at Kopparberg, being brought in as Chief Compliance officer.

Co-founder Tom Bell commented: “This is an incredibly exciting new chapter of the company’s rapid development and one that will shape the future for the business and hopefully the industry for years to come.

“We have been spearheading the very significant shift in what consumers are looking for in their alcohol choice and ‘lifestyle’ is a category we have been pushing for a very long time and now we have the backing and management to make significant inroads within the industry.”

Ashton-under-Lyne-based SkinnyBrands now has their Skinny Lager product listed in Tesco, Asda, Morrisons, Amazon and Ocado, along with more than 1,500 bars and 12 overseas markets.