Bethenny Frankel built Skinnygirl as a signature brand, but many people wonder about its current ownership and direction. Understanding what happened helps consumers, investors, and fans separate brand story from business reality.
This article examines whether Bethenny actually sold Skinnygirl, how the deal reshaped the brand, and what the moves mean for the product line, partnerships, and public image.
| Brand Phase | Key Event | Owner/Operator | Primary Focus |
|---|---|---|---|
| Launch | 2010 debut with Skinnygirl Margarita | Bethenny Frankel | Direct-to-consumer buzz and retail pilots |
| Growth | National retail rollout, cocktail extensions | Bethenny Frankel + advisory board | Brand building and category expansion |
| Transition | Sale to Beam Suntory (2016) | Beam Suntory | Scale, distribution, and portfolio integration |
| Current | Portfolio alignment within Pernod Ricard | Pernod Ricard | Modernisation, innovation, and brand management |
Origins of Skinnygirl Brand
Skinnygirl launched as a lifestyle-driven brand with cocktails positioned around portion control and moderation. Bethenny Frankel used her personal brand and media presence to create rapid awareness at grocery and specialty stores.
The early success came from niche retailers and experiential marketing, which then scaled into mass-market grocery channels. This phase established Skinnygirl as a lifestyle-linked offering rather than just a spirit line.
Ownership Timeline and Corporate Structure
The most significant structural change occurred when Bethenny partnered with and eventually sold Skinnygirl to Beam Suntory, which later integrated the brand into Pernod Ricard. The move provided manufacturing scale, national distribution, and long-term brand management resources.
Under Pernod Ricard, Skinnygirl has been positioned within a broader spirits portfolio, leveraging parent-company expertise in category management, compliance, and global trade. This reshaped marketing priorities toward digital engagement and data-driven retail strategies.
Product Line Evolution and Strategy
Original Margarita Foundation
The original Skinnygirl Margarita defined the brand with lower-calorie positioning and recognizable packaging. This core offering drove trial and became the anchor for extensions into vodka, frozen drinks, and cocktail kits.
Category Expansion and Limited Editions
Subsequent launches, such as Skinnygirl Vodka and rotating seasonal flavors, aimed to deepen category penetration and keep the brand visible. These moves also supported testing new occasions without diluting the core identity.
Marketing, Partnerships, and Cultural Presence
Skinnygirl has consistently tied its messaging to themes of balance, everyday indulgence, and flexibility. Collaborations with retailers, influencers, and lifestyle platforms have reinforced a modern, approachable image.
Digital campaigns, targeted sampling, and loyalty programs have strengthened repeat purchase, while aligning with broader trends in wellness-conscious spirits. These efforts help sustain relevance in a competitive category.
Modern Relevance and Key Takeaways
- Bethenny Frankel founded and built Skinnygirl, then sold it to Beam Suntory in 2016, now part of Pernod Ricard.
- The sale enabled national distribution, category growth, and access to corporate expertise in spirits marketing.
- Product evolution has moved from core margarita offerings to a wider portfolio, including vodka and seasonal flavors.
- Brand positioning continues to emphasize balance, modern lifestyle, and approachable indulgence.
- Ongoing investment in digital, retail partnerships, and innovation shapes current and future Skinnygirl strategy.
FAQ
Reader questions
Did Bethenny Frankel sell Skinnygirl to Beam Suntory?
Yes, Bethenny Frankel sold Skinnygirl to Beam Suntory in 2016, which integrated the brand into what is now Pernod Ricard.
What happened to Skinnygirl after the acquisition by Beam Suntory?
After acquisition, Skinnygirl gained access to larger distribution networks, category insights, and marketing investment, while maintaining its core product identity.
Is Skinnygirl still owned by Bethenny Frankel today?
No, Bethenny Frankel no longer owns Skinnygirl; operational control resides with Pernod Ricard following the Beam Suntory acquisition.
How has the brand changed since the sale?
Since the sale, Skinnygirl has expanded its portfolio, embraced digital marketing, and leveraged parent-company resources for innovation and broader retail presence.