Kylie Jenner has set her sights on a new venture: the ready-to-drink (RTD) market. Today, she announced the launch of Sprinter, a line of premium canned vodka sodas.
Sprinter aims to stand out in the crowded RTD space with its focus on quality ingredients and refreshing flavors. Made with premium vodka, sparkling water, and real fruit juice, each can boasts 100 calories and 4.5% ABV.
“Sprinter is my answer to the growing consumer demand for quality canned cocktails,” Jenner said in a statement. “We’re adding to a market dominated by only a few players with an incredibly delicious vodka soda in a can.”
Jenner partnered with Chandra Richter, a beverage development expert with over 20 years of experience and a PhD in molecular biology, to bring Sprinter to life. After a year of meticulous taste testing, they settled on four flavors: Black Cherry, Peach, Grapefruit, and Lime. Richter emphasized the importance of achieving a “natural and true-to-fruit” flavor profile in each can.
Beyond the taste, Sprinter aims to capture attention with its bold and vibrant branding, reflecting Jenner’s signature style. The product will launch nationwide on March 21 and be available in 8-can variety packs for $19.99.
This launch marks Jenner’s latest foray into the business world, following the success of Kylie Cosmetics and her recent apparel line, Khy. The RTD market has seen explosive growth in recent years, driven by consumer demand for convenient and flavorful options.
According to data from IWSR Drinks Market Analysis, the RTD market is expected to reach $21.1 billion in value by 2027, with hard seltzer and pre-mixed cocktails leading the charge.
Jenner’s entry into this competitive market is sure to generate significant buzz — her immense social media following and established brand presence position Sprinter for potential success. Whether Sprinter can carve out a long-term niche remains to be seen, but it’s poised to make a splash in the RTD landscape.
Jenner isn’t the only celebrity venturing into the RTD space. A-listers like George Clooney, Eva Longoria, and none other than the 26-year-old’s sister Kendall Jenner have launched their own tequila brands, highlighting the growing trend of celebrity involvement in the beverage industry.
Ultimately, consumers will decide whether Sprinter resonates with their taste preferences and fits their drinking occasions. However, with its focus on quality, vibrant branding, and Jenner’s entrepreneurial spirit, Sprinter has the potential to be a significant player in the evolving RTD market.
