We all know how important it is to keep the fridge well stocked for World Cup entertainment, but according to Global Data’s 2017/Q4 Survey, UK consumers are becoming more aware of their consumption choices – which is reflected not only by the rise of those who choose a vegetarian or vegan diet, but also in the drinks we choose at the bar and at home.

This is why traditional lager, beer and cider options are being shown the red card as low-calorie alternatives are being considered for the World Cup line-up. The rise of the health-conscious consumer is clear, meaning more football fans are searching for low calorie alcoholic beverages to accompany them throughout the 90 minutes.

Throughout the tournament, 86% of British fans are expected to watch the tournament at home, spending £616 million on drinks alone, which equates to around 342 million beer bottles. That’s over 61.6 billion calories consumed by the nation for regular lager.

Skinny Lager is making its World Cup debut this year, with an aim to make it through to the final and aid those looking for low-calorie alternatives without compromising on taste. Skinny Lager is created by a special brewing process which removes residual sugars from the liquid without reducing the ABV.

Skinny Lager stands at 4% ABV and a low carbohydrate content of 2.97g per 330 ml – a refreshing malty beer with only 89 calories per bottle.

Skinny lager can be picked up online and in selected Asda, Tesco, Morrisons and Co-op stores.