Kraft Heinz is expanding its product lineup by entering the alcohol market with a new offering called Crystal Light Vodka Refreshers. The company announced the introduction of these ready-to-drink cocktails at select retailers in the Northeastern United States this month. The refreshers will be available in two flavors—Wild Strawberry and Lemonade—and will retail for $9.99 per four-pack.
Each Crystal Light Vodka Refresher contains 77 calories and is sugar-free, with an alcohol by volume (ABV) of 3.8%. According to Kraft Heinz, the product is positioned as the "lowest-calorie ready-to-drink cocktail on the market." The company aims to capitalize on the trend of lower-calorie beverages and the existing use of Crystal Light mixes among consumers, with nearly 20% of Crystal Light customers reportedly using the drink mixes to create cocktails.
Kraft Heinz's strategy appears to be driven by a growing consumer preference for lighter, lower-calorie alcoholic beverages, particularly as the ready-to-drink cocktail market in the U.S. reached a valuation of $903.4 million last year. The company plans to further expand its offerings with additional flavors and multipack options expected in 2026.
The introduction of Crystal Light Vodka Refreshers is part of a broader trend in the beverage industry, where established food brands are venturing into alcoholic products. Kraft Heinz has previously explored similar initiatives, including the Velveeta Veltini and Claussen Spritz. The company's overall financial performance for 2024 reported net sales of $25.8 billion, a decrease of 3% from the previous year, with net income narrowing to $2.7 billion.