The new product from Social Enjoyments

The new product from Social Enjoyments

Social Enjoyments' Social Enjoyments

Category - RTD, sake-based, 4% abv

Available - From April

Location - US, Chicago on-trade; off-trade listings include Chicago Whole Foods Markets and Plum Market

Price - On-trade SRP of US$6 to $9 per can; off-trade $9.99 to $11.99 per four-pack

Distribution - To be confirmed

A Chicago-based start-up has launched a lower-calorie cocktail aimed at women looking for a “balanced life”.

Social Enjoyments uses sake as a base spirit and is flavoured with hibiscus and cucumber and sweetened with stevia. It contains 88 calories per 10.5oz serving.

Founder Leah Caplanis, a former Nestle USA employee, co-created the beverage after returning from a three-year illness that forced her to cut alcohol from her diet. Her company, also called Social Enjoyments, told just-drinks that the beverage is targeted at women “who enjoy cocktailing without the worry of over-the-top calorie consumption, high alcohol content and undesirable ingredients”.

Fellow low-calorie cocktail company Skinnygirl was sold to Beam Inc in 2011. The brand's alcoholic products have since grown sales and expanded into wine.