Kraft Heinz Enters RTD BevAlc Market With Crystal Light Vodka Refreshers
Kraft Heinz has entered the ready-to-drink BevAlc market with a new innovation.
The company has launched Crystal Light Vodka Refreshers, which it is touting as the lowest-calorie RTD cocktail currently on the market and the first powdered beverage brand to enter the hard seltzer aisle. The 77-calorie, zero-sugar, vodka-infused carbonated drinks are launching in two flavors: Wild Strawberry and Lemonade.
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According to the company’s consumption tracker data, nearly one-in-five consumers who drink Crystal Light use the product as a mixer for their cocktails. It's also a trend the company has seen on social media, according to Jeremy Kross, director of beverage mixes at The Kraft Heinz Company.
As a result, the company sought to develop a product catered to this segment while addressing a growing demand for lower-calorie cocktails.
Crystal Light Vodka Refreshers will be available in a four-pack at select Northeast U.S. retailers for $9.99. The company expects to expand into additional flavors and muti-pack options in 2026.
RTD Trends and Projected Growth
The RTD sector in the BevAlc space as whole, including hard seltzers and canned wine and cocktails, was the only major category in the global beverage alcohol market to see volume growth in 2023 (+2%), according to market research firm IWSR.
Low-calorie is an area of particular interest, as health and wellness is a principal factor when consumers purchase alcoholic drinks, according to Global Data’s “Top Trends in Alcoholic Beverages” report.
IWSR said growth in the market is challenged by a swiftly changing landscape, however, particularly for those looking to scale into global markets due to different perceptions of value across borders. “Argentina and Colombia are examples of more flavor-led markets; Australia and the UK are more brand-focused. The U.S., Portugal, and Chile sit somewhere in the middle,” said IWSR.
Also read: Molson Coors Gains U.S. Co-Production Rights to Non-Alc Brand
The company predicts both volume and value of the RTD BevAlc sector will grow at a compound annual growth rate (CAGR) of 3% between 2023 and 2028.
RTD-focused innovations are increasing within consumer goods. For example, the Coca-Cola Company partnered with Constellation Brands to bring an alcohol version of its Fresca brand to market. This was followed by a partnership with Brown-Forman for a pre-mixed Jack & Coke RTD cocktail.
Pernod Ricard has also been very active in this space, creating a dedicated RTD business unit to focus on strategic growth in the market and launching innovations such as ‘Absolut Cocktails’ in 2023.
