As consumers increasingly blend everyday products to create their own alcoholic drinks, food and beverage companies are exploring new avenues to capitalize on this rapidly expanding market. Coca-Cola has teamed up with Brown-Forman to produce a ready-to-drink cocktail that features Jack Daniel’s Tennessee Whiskey paired with the iconic soda. In 2023, SunnyD, a tangy orange drink favored by children, introduced SunnyD Vodka Seltzer. Additionally, Vita Coco, known for its coconut water, joined forces with Diageo, the owner of Captain Morgan, to launch premium canned cocktails, while PepsiCo collaborated with Boston Beer to unveil Hard Mtn Dew.
The popularity of ready-to-drink alcoholic beverages is surging as consumers shift away from traditional wine and beer, appreciating the convenience of pre-made drinks. Many consumers mix an existing non-alcoholic product into their alcoholic creations, making it logical for companies to introduce new offerings to meet this demand. Crystal Light has taken this step, becoming the first powdered beverage brand to enter the hard seltzer market. “With tens of millions of social media videos showcasing inventive ways to mix Crystal Light into cocktails, creating a delicious, lower-calorie vodka refresher was a natural progression for us,” stated Jeremy Kross, director of beverage mixes at Kraft Heinz. “We’re providing fans with a ready-to-drink version in a new format—now with a light, refreshing twist—while maintaining the signature flavors they adore.”
Crystal Light Vodka Refreshers are part of a multi-year licensing agreement, following Kraft Heinz’s prior limited-time alcohol products like Claussen Spritz, Grey Poupon Wine, and Velveeta Vel-tini. The new drink differentiates itself in the market by containing only 77 calories, making it the lowest-calorie ready-to-drink cocktail available, according to Kraft Heinz. Each beverage is free of sugar and carbs, features light carbonation, and has an alcohol by volume (ABV) of 3.8%. Kraft Heinz has noted a rising demand for lighter, lower-ABV cocktails, with nearly 40% of hard seltzer drinkers preferring beverages under 4% ABV, while the category leader stands at 4.5%.
Initially, these products will be available in Wild Strawberry and Lemonade flavors at select retailers in the Northeast, priced at $9.99 for a four-pack, with plans for expansion into other regions, flavors, and pack sizes by 2026. Production of Crystal Light Vodka Refreshers will be managed in partnership with craft beer maker Barrel One Collective.
This launch marks the latest product introduction from the 43-year-old Crystal Light brand. Last year, the brand made significant strides by adding three new product lines—Mixology, Immunity, and Energy—after more than a decade of stagnant offerings. This new line capitalizes on two popular trends: mixed drinks, which consumers already enjoy with Crystal Light, and functional benefits. Meanwhile, Kraft Heinz continues to aggressively diversify its product categories to enhance revenue. In addition to Crystal Light, A.1. steak sauce recently ventured into the dairy aisle with Steakhouse Butter, and Philadelphia cream cheese introduced cream cheese frosting.
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