- Flavored beverage drink and mix Crystal Light is entering the increasingly crowded pre-mixed alcoholic beverage category with a new line of canned drinks.
- The new Crystal Light Vodka Refreshers are a lower-calorie, lower-alcohol option than many of the leading pre-mixed cocktails on the market, with only 77 calories per can. The product will launch in Wild Strawberry and Lemonade flavors.
- The beverages are crafted in collaboration with Barrel One Collective, a craft brewer based in New England.
The product launch is based on the insight that nearly one in five buyers of Crystal Light are already using the product as a mixer for their cocktails, according to Jeremy Kross, director of beverage mixes at The Kraft Heinz Company.
“As the category leader for over 40 years, we see this as an opportunity to expand our presence and meet modern drinkers where they are,” Koss said. “As demand for lower-calorie cocktails continues to grow and Millennials and Gen Z over-index on wellness-driven choices, we wanted to bring them a product that met their evolving needs.”
The product launch is primed to reach the brand’s millennial audience, which has grown up with the brand, and is now rediscovering it as a product that fits into their more adult lifestyles, Koss said.
“This launch is part of our broader effort to modernize the Crystal Light brand. We’re evolving to stay relevant and connect with new generations of consumers,” he said. “By embracing an existing consumer behavior and delivering the iconic flavors they love in a convenient, low-calorie vodka seltzer, we’re expanding Crystal Light’s appeal while staying true to what makes the brand special.”
Crystal Light Vodka Refreshers will be available at select retailers in the Northeastern U.S. this spring, with plans for larger expansion, new flavors and multipack options in 2026, Koss said.
