Kraft Heinz has recently moved into the alcohol market with Crystal Light Vodka Refreshers, a line of low calorie, ready to drink cocktails.
This launch, announced in March 2025, marks the company’s first big step into booze, driven by a mix of consumer trends and challenges in their traditional food lineup.
Kraft Heinz, known for staples like ketchup, mac and cheese, as well as Oscar Mayer, has been grappling with sluggish growth in its core food brands. In 2024, their net sales dropped 3% to $25.8 billion, and net income dipped from $2.85 billion to $2.7 billion, partly due to a $77 million goodwill impairment loss in Q4. Inflation, shifting consumer habits and competition from healthier or trendier options have squeezed their legacy products.
Meanwhile, the ready to drink (RTD) alcohol market is booming with a reported value at $903.4 million in the U.S. last year and growing as people shift away from beer and wine toward convenient, lighter options.
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