Kraft Heinz Enters RTD Alcohol Market with Crystal Light Vodka Refreshers

Kraft Heinz is entering the ready-to-drink alcohol space with a nostalgic twist — launching Crystal Light Vodka Refreshers in partnership with spirits company Sazerac.

The move brings the iconic low-calorie drink mix into the booming flavored RTD category, offering a 5% ABV beverage in flavors like Lemonade, Raspberry Lemonade, and Peach Mango. The release taps into millennial nostalgia while targeting wellness-minded drinkers who want better-for-you options without sacrificing flavor or fun.

This marks the first time Kraft Heinz has extended one of its legacy beverage brands into the alcoholic category, signaling a broader ambition to test brand elasticity and capture cross-category consumption occasions.

corpbrief insight:

In the age of hybrid categories, brand equity travels. Kraft Heinz’s Crystal Light play shows how CPGs can unlock new revenue by reimagining familiar names for the modern social shelf.