Kraft Heinz’s Crystal Light enters alcohol space for the first time
Dive Brief:
- Kraft Heinz is bringing Crystal Light into the alcohol space for the first time with the launch of a new hard seltzer line.
- Crystal Light Vodka Refreshers allow the CPG giant to expand the powdered drink brand’s presence with more consumers. Kraft Heinz estimated nearly 20% of current Crystal Light buyers already use the product as a mixer in their alcoholic drinks.
- Crystal Light Vodka Refreshers is the latest innovation from Kraft Heinz as the food company looks to generate $2 billion in incremental net sales by 2027. Kraft Heinz generated $26 billion in net sales during 2024.
Dive Insight:
As consumers take everyday products and use them to make their own alcoholic concoctions, more food and beverage companies are finding ways to tap into this fast-growing market.
Coca-Cola has partnered with Brown-Forman on a ready-to-drink cocktail combining Jack Daniel’s Tennessee Whiskey and the iconic soda brand. SunnyD, the tangy orange drink popular with kids, debuted SunnyD Vodka Seltzer in 2023. Coconut water maker Vita Coco joined with Captain Morgan owner Diageo on premium canned cocktails, while PepsiCo and Boston Beer launched at Hard Mtn Dew.
Ready-to-drink alcoholic beverages have been growing in popularity among consumers who are turning away from wine and beer. They are also valued by shoppers for the convenience that comes from a premade drink.
In many cases, consumers incorporate an existing non-alcoholic product into a boozy drink, so it only makes sense for companies to launch a new offering that allows them to benefit. This is the case with Crystal Light, the first powdered beverage brand to enter the hard seltzer aisle.
“With tens of millions of social media videos showcasing creative ways to mix Crystal Light into cocktails, creating a delicious lower-calorie vodka refresher was a natural step for us,” Jeremy Kross, director of beverage mixes at Kraft Heinz, said in a statement. “We’re bringing fans a ready-to-drink version in a new format — now with a light, refreshing twist — offering the same signature flavors they know and love.”
Crystal Light Vodka Refreshers are part of a multi-year licensing agreement. Kraft Heinz has previously introduced other alcohol products as part of limited-time offers, including Claussen Spritz, Grey Poupon Wine and Velveeta Vel-tini.
Crystal Light Vodka Refreshers are differentiating itself from other beverages in the market. They contain 77 calories, making it the lowest-calorie ready-to-drink cocktail on the market, according to Kraft Heinz.
The drinks contain zero sugar, zero carbs and light carbonation. They also have 3.8% alcohol by volume. Kraft Heinz noted a growing demand for lighter, lower-ABV cocktails with nearly 40% of hard seltzer drinkers preferring under 4% ABV. The category leader is 4.5%.
The products will be available in Wild Strawberry and Lemonade flavors at select retailers in the Northeast. The four-packs will cost $9.99. There are plans to expand to other regions, flavors and pack sizes in 2026.
Crystal Light Vodka Refreshers are the newest product to be launched by the 43-year-old brand.
Last year, Crystal Light brand launched three major additions to its portfolio for the first time in more than a decade with Mixology, Immunity and Energy products. The new line tapped into two popular areas: mixed drinks, where Crystal Light is already used by consumers, and functional attributes.
Kraft Heinz has been working aggressively to bring its products into new categories to boost revenue. In addition to Crystal Light, A.1. steak sauce recently entered the dairy aisle with Steakhouse Butter, while Philadelphia cream cheese debuted cream cheese frosting.