Kraft Heinz Enters RTD BevAlc Market With Crystal Light Vodka Refreshers
- Consumer Goods & Services
Fallon Wolken
- 0
- 3 minutes read
Crystal Light Vodka Refreshers
Kraft Heinz has entered the ready-to-drink BevAlc market with a new innovation.
The company has launched Crystal Light Vodka Refreshers, which it is touting as the lowest-calorie RTD cocktail currently on the market and the first powdered beverage brand to enter the hard seltzer aisle. The 77-calorie, zero-sugar, vodka-infused carbonated drinks are launching in two flavors: Wild Strawberry and Lemonade.
Also read: Kraft Heinz Agile@Scale and Pod Strategy Yielding Expedited Innovations
According to the company’s consumption tracker data, nearly one-in-five consumers who drink Crystal Light use the product as a mixer for their cocktails. It’s also a trend the company has seen on social media, according to Jeremy Kross, director of beverage mixes at The Kraft Heinz Company.
As a result, the company sought to develop a product catered to this segment while addressing a growing demand for lower-calorie cocktails.
Crystal Light Vodka Refreshers will be available in a four-pack at select Northeast U.S. retailers for $9.99. The company expects to expand into additional flavors and muti-pack options in 2026.
