Kraft Heinz is venturing into new territory as it enters the alcohol market with its Crystal Light brand. The company announced on Tuesday that it will introduce Crystal Light Vodka Refreshers at select Northeastern retailers this month. This strategic move aims to capitalize on the rising consumer demand for "lighter, lower-calorie cocktails."
The initial launch will feature Wild Strawberry and Lemonade flavors, both presented in $9.99 four-packs. With an alcohol by volume (ABV) of 3.8%, the refreshers cater to nearly 40% of hard seltzer drinkers who prefer beverages with an ABV below 4%. Each can boasts a calorie count of just 77, with zero sugar, appealing to health-conscious consumers.
Kraft Heinz plans to expand its offerings in 2026, introducing additional flavors and multipack options. The refreshers will combine Crystal Light’s signature flavors with triple-filtered vodka and light carbonation, delivering a unique drinking experience.
The decision to enter the alcohol market aligns with the increasing popularity of using Crystal Light as a cocktail mixer. According to Kraft Heinz, "nearly one-in-five" Crystal Light customers already use the brand’s drink mixes to craft cocktails. Jeremy Kross, Kraft Heinz Director of Beverage Mixes, explained this transition:
"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. 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."
Despite this innovative venture, Kraft Heinz reported $25.8 billion in net sales for 2024, marking a 3% decrease from the previous year. The company's annual net income also saw a reduction, narrowing from $2.85 billion to $2.7 billion. By introducing Crystal Light Vodka Refreshers, Kraft Heinz seeks to reinvigorate its financial performance and appeal to modern consumer preferences.
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