Kraft Heinz has introduced US powdered-drinks brand Crystal Light into the alcohol category with a line of hard seltzers.
The company is positioning Crystal Light Vodka Refreshers as the “lowest-calorie ready-to-drink cocktail on the market” and an “alternative” to conventional vodka sodas.
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The 3.8% abv, vodka-infused carbonated drinks are available in Wild Strawberry and Lemonade flavours.
According to Kraft Heinz, nearly one in five consumers who drink Crystal Light use it as a cocktail mixer, while about 40% of hard seltzer drinkers favour lower-alcohol options under 4% abv.
Jeremy Kross, director of beverage mixes at Kraft Heinz, described the move as a “natural step” for the brand, citing social media videos featuring “creative” ways to mix Crystal Light into cocktails.
Kraft Heinz worked with US brewer Barrel One Collective on the development of the drinks, which are going on sale this month at “select retailers” in the north east of the US. They are priced at $9.99 for a four-pack.
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By GlobalDataA broader rollout, including new flavours and multipack options, is planned for next year, Kraft Heinz said.
Barrel One Collective was formed earlier this year with the combination of two US brewers – Mass. Bay Brewing Company, also known as Harpoon, and Smuttynose brand owner FinestKind Brewing.
A statement announcing the deal said Barrel One Collective is “poised to become the largest maker of craft beer in New England and the 14th largest in the country by Brewers Association (BA) data”.
Mass. Bay’s brands include Harpoon, UFO, Long Trail, Clown Shoes, Otter Creek, The Shed, Catamount, Dunkin’ Spiked and Right Coast Spirits. FinestKind makes and sells Wachusett, Five Boroughs and Island District Cocktails, in addition to Smuttynose.
