Zeitgeist. [ˈzʌɪtɡʌɪst] n. the spirit of the times.

When you’re casually name-checked in Heat’s article about Mariah Carey’s diet, in GQ’s take on an upmarket dating trend, and described as a, “Thing” by Carol Midgley in Times2, well, you start to think your brand might just have become part of the lexicon. So here’s how we playfully think Thomson & Scott Skinny Prosecco would look if the dictionary compilers got hold of it:

Skinny Prosecco [ˈskɪni / prə(ʊ)ˈsɛkəʊn] noun. 1. delicious Italian organic and vegan sparkling wine carefully crafted in Soligo in the Treviso region, containing only 66 calories per 100ml and 7g of sugar per litre. 2. a drink for celebrations and good times with less (hopefully!) hangover potential. V. 1. to seize the mood and party on knowing you’re basic enough to care about what’s in your bottle. 2. the desire for thoughtful consumption and clean drinking. 3. healthy hedonism: if you are what you drink then make every sip count.

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