Crystal Light Answers Decades-Long Call from Fans with First-of-Its-Kind Vodka Refreshers
Crystal Light, a Kraft Heinz Company brand, has launched its first-ever alcoholic beverage line called Crystal Light Vodka Refreshers. The new product is positioned as the lowest-calorie ready-to-drink cocktail in the market, containing just 77 calories and zero sugar with 3.8% ABV.
The launch responds to consumer demand, as nearly one-in-five Crystal Light fans already use the product as a mixer. The beverages feature triple-filtered vodka and light carbonation, initially available in two flavors: Wild Strawberry and Lemonade. The product will first launch in the Northeast U.S. region at $9.99 for a four-pack, with plans for expansion and new flavors in 2026.
The move aligns with market trends, as nearly 40% of hard seltzer consumers prefer lower-alcohol options under 4% ABV. Crystal Light becomes the first powdered beverage brand to enter the hard seltzer category, developed in collaboration with Barrel One Collective.
Crystal Light, un marchio della Kraft Heinz Company, ha lanciato la sua prima linea di bevande alcoliche chiamata Crystal Light Vodka Refreshers. Il nuovo prodotto è posizionato come il cocktail pronto da bere con il minor numero di calorie sul mercato, contenente solo 77 calorie e zero zucchero con un ABV del 3,8%.
Il lancio risponde alla domanda dei consumatori, poiché quasi uno su cinque fan di Crystal Light utilizza già il prodotto come mixer. Le bevande presentano vodka triplo filtrata e leggera carbonazione, inizialmente disponibili in due gusti: Fragola Selvatica e Limonata. Il prodotto sarà lanciato per la prima volta nella regione del Nord-Est degli Stati Uniti a $9,99 per un pacchetto da quattro, con piani di espansione e nuovi gusti nel 2026.
Questa mossa è in linea con le tendenze di mercato, poiché quasi il 40% dei consumatori di hard seltzer preferisce opzioni a basso contenuto alcolico sotto il 4% ABV. Crystal Light diventa il primo marchio di bevande in polvere a entrare nella categoria degli hard seltzer, sviluppato in collaborazione con Barrel One Collective.
Crystal Light, una marca de Kraft Heinz Company, ha lanzado su primera línea de bebidas alcohólicas llamada Crystal Light Vodka Refreshers. El nuevo producto se posiciona como el cóctel listo para beber con menos calorías en el mercado, con solo 77 calorías y cero azúcar, y un ABV del 3.8%.
El lanzamiento responde a la demanda de los consumidores, ya que casi uno de cada cinco fanáticos de Crystal Light utiliza el producto como mezclador. Las bebidas cuentan con vodka filtrado tres veces y una ligera carbonatación, disponibles inicialmente en dos sabores: Fresa Silvestre y Limonada. El producto se lanzará primero en la región del Noreste de EE. UU. a $9.99 por un paquete de cuatro, con planes de expansión y nuevos sabores en 2026.
Este movimiento está alineado con las tendencias del mercado, ya que casi el 40% de los consumidores de hard seltzer prefieren opciones con menos alcohol, por debajo del 4% ABV. Crystal Light se convierte en la primera marca de bebidas en polvo en ingresar a la categoría de hard seltzer, desarrollado en colaboración con Barrel One Collective.
Crystal Light는 Kraft Heinz Company의 브랜드로, 최초의 알콜 음료 라인인 Crystal Light Vodka Refreshers를 출시했습니다. 이 새로운 제품은 시장에서 가장 낮은 칼로리의 즉석 칵테일로 자리 잡고 있으며, 단 77칼로리와 제로 설탕, 3.8% ABV를 포함하고 있습니다.
이 출시의 배경에는 소비자의 수요가 있으며, Crystal Light 팬의 거의 5명 중 1명이 이미 믹서로 이 제품을 사용하고 있습니다. 이 음료는 트리플 필터링된 보드카와 가벼운 탄산을 특징으로 하며, 처음에는 두 가지 맛: 야생 딸기와 레모네이드로 제공됩니다. 이 제품은 미국 북동부 지역에서 4개들이 팩에 대해 $9.99로 처음 출시되며, 2026년에는 확장 및 새로운 맛이 추가될 예정입니다.
이 조치는 시장 트렌드와 일치하며, 거의 40%의 하드 셀처 소비자가 4% ABV 이하의 낮은 알콜 옵션을 선호합니다. Crystal Light는 Barrel One Collective와 협력하여 하드 셀처 카테고리에 진입한 최초의 분말 음료 브랜드가 됩니다.
Crystal Light, une marque de Kraft Heinz Company, a lancé sa toute première gamme de boissons alcoolisées appelée Crystal Light Vodka Refreshers. Le nouveau produit est positionné comme le cocktail prêt à boire le moins calorique du marché, contenant seulement 77 calories et zéro sucre avec un ABV de 3,8%.
Le lancement répond à la demande des consommateurs, car près d'un fan de Crystal Light sur cinq utilise déjà le produit comme mélangeur. Les boissons contiennent de la vodka triple filtrée et une légère carbonatation, disponibles initialement en deux saveurs : Fraise Sauvage et Limonade. Le produit sera d'abord lancé dans la région du Nord-Est des États-Unis au prix de 9,99 $ pour un pack de quatre, avec des projets d'expansion et de nouveaux goûts en 2026.
Cette initiative s'aligne sur les tendances du marché, car près de 40% des consommateurs de hard seltzer préfèrent des options à faible teneur en alcool inférieure à 4% ABV. Crystal Light devient la première marque de boissons en poudre à entrer dans la catégorie des hard seltzer, développée en collaboration avec Barrel One Collective.
Crystal Light, eine Marke der Kraft Heinz Company, hat ihre erste alkoholische Getränkeline namens Crystal Light Vodka Refreshers auf den Markt gebracht. Das neue Produkt wird als der kalorienärmste Fertigcocktail auf dem Markt positioniert und enthält nur 77 Kalorien und keinen Zucker bei 3,8% ABV.
Der Launch reagiert auf die Nachfrage der Verbraucher, da fast einer von fünf Crystal Light-Fans das Produkt bereits als Mixer verwendet. Die Getränke enthalten dreifach gefilterten Wodka und leichte Karbonisierung und sind zunächst in zwei Geschmacksrichtungen erhältlich: Wilde Erdbeere und Limonade. Das Produkt wird zunächst in der Nordostregion der USA zu einem Preis von 9,99 $ für ein Viererpack eingeführt, mit Plänen für Expansion und neue Geschmäcker im Jahr 2026.
Dieser Schritt entspricht den Markttrends, da fast 40% der Hard Seltzer-Konsumenten niedrigere Alkoholoptionen unter 4% ABV bevorzugen. Crystal Light wird die erste Pulvergetränkemarke, die in die Kategorie der Hard Seltzer eintritt, entwickelt in Zusammenarbeit mit Barrel One Collective.
- First-to-market advantage as the only powdered beverage brand in hard seltzer category
- Leverages existing consumer behavior with 20% of users already using as mixer
- Premium positioning as lowest-calorie RTD cocktail in market
- Aligned with consumer demand for lower-alcohol options
- initial distribution to Northeast region only
- Broader expansion delayed until 2026
- Only two flavors available at launch
Insights
Kraft Heinz's entry into the alcoholic beverage market with Crystal Light Vodka Refreshers represents a strategic diversification play that could unlock new revenue streams beyond its traditional grocery categories. The move addresses two converging trends: the $8.9+ billion ready-to-drink (RTD) cocktail market's growth trajectory and increasing consumer preference for lower-calorie, lower-ABV options.
The execution approach shows measured risk management - a Northeast regional rollout at
By leveraging an established brand with 40+ years of consumer trust, KHC creates instant recognition advantages over startup competitors while capitalizing on existing consumer behavior (nearly
However, investors should temper expectations - the three-tier alcohol distribution system introduces complexities, increased costs, and margin compression compared to direct CPG channels. With revenue impact likely immaterial to KHC's
Crystal Light's entry into alcoholic beverages continues the significant cross-category trend we've seen accelerate since 2020, joining Coca-Cola (Simply Spiked), PepsiCo (Hard MTN Dew), and Monster (The Beast) in leveraging established non-alcoholic brands into the RTD space. What's notable here is Crystal Light's differentiation strategy - rather than chasing the
The product's positioning around its 77-calorie, zero-sugar formulation creates a unique selling proposition as "the lowest-calorie RTD cocktail" - addressing the primary consumer pain point in this category. This direct appeal to health-conscious consumers aligns perfectly with Crystal Light's core brand identity while providing genuine category differentiation.
The Northeast regional launch demonstrates disciplined channel development, allowing KHC to refine messaging and optimize the supply chain before wider expansion. However, the execution timeline signals caution - with major expansion not planned until 2026, KHC risks allowing competitors to establish stronger positions in this rapidly evolving segment.
This launch transforms Crystal Light from potential category disruptor (as consumers use it as an ingredient) to category participant (as a branded finished product), eliminating a step for consumers while capturing more value in the process - a textbook example of addressing unmet consumer needs hiding in plain sight.
As the category leader for over 40 years, Crystal Light delivers the lowest-calorie vodka refresher on the market
Crystal Light Answers Decades-Long Call from Fans with First-of-Its-Kind Vodka Refreshers
Crystal Light Vodka Refreshers are a 77-calorie, zero-sugar beverage crafted with the delicious blend of Crystal Light’s signature flavors, triple-filtered vodka, and light carbonation. Launching with two fan-favorite flavors - Wild Strawberry and Lemonade - each Vodka Refresher is developed to deliver a lightly fizzy beverage perfect for any occasion.
“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,” said Jeremy Kross, Director of Beverage Mixes at The Kraft Heinz Company. “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 aim to revolutionize the hard seltzer category as consumers seek lighter, lower-alcohol cocktails that don’t compromise on taste. In fact, nearly 40 percent of hard seltzer drinkers prefer lower-alcohol options (under four percent ABV). As the first powdered beverage brand to enter the hard seltzer aisle, Crystal Light is set to deliver with an alcohol by volume (ABV) of
Crystal Light Vodka Refreshers will hit shelves this month at select retailers in the
For more information about Crystal Light Vodka Refreshers, crafted in collaboration with Barrel One Collective, visit X and to keep up with all things Crystal Light follow @sipcrystallight on Instagram or visit www.kraftheinz.com/crystal-light.
1Source: KHC Beverage Mix Quarterly Consumption Tracker, Quantilope, Q3 2024
ABOUT THE KRAFT HEINZ COMPANY
We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let's Make Life Delicious . Consumers are at the center of everything we do. With 2024 net sales of approximately
ABOUT BARREL ONE
Barrel One Collective is the result of a groundbreaking merger between two of New England’s craft beer pioneers, Mass. Bay Brewing Company and FinestKind Brewing LLC. With a combined production volume of nearly 165,000 barrels, it is the largest craft beer producer in New England and the 14th largest in the
https://www.barrelonecollective.com/
View source version on businesswire.com: https://www.businesswire.com/news/home/20250304438236/en/
ALISON BROD MARKETING + COMMUNICATIONS
kraftheinz@abmc-us.com
KRAFT HEINZ
media@kraftheinz.com
Source: The Kraft Heinz Company
FAQ
What are the key features of Crystal Light Vodka Refreshers?
How much do Crystal Light Vodka Refreshers cost and where are they available?
When will Crystal Light Vodka Refreshers expand to other markets?
What percentage of Crystal Light consumers use the product as a mixer?
How does Crystal Light Vodka Refreshers respond to market trends?
