Kylie Jenner launches 100-calorie vodka soda RTD

Kardashian sister and make-up mogul Kylie Jenner will debut Sprinter, her canned vodka soda range, in the United States this month.

Kylie Jenner has racked up a sizeable fortune through her Kylie Cosmetics make-up brand, worth an estimated US$750 million, in which she owns a 44% stake.

Now, the lip-kit entrepreneur has taken her first steps into the world of drinks by launching a range of low-calorie, flavoured vodka sodas.

Sprinter is made with “premium vodka, sparkling water and real fruit juice” and will initially be brought to market with four flavours, black cherry, peach, grapefruit and lime.

Each 4.5% ABV can contains just 100 calories, and “no added sugar”. The drinks will be available for purchase in the US from 21 March, for US$19.99 per 8-can variety pack.

According to the Sprinter team there are no plans to launch the range outside of the US yet.

Jenner, who has 400 million followers on Instagram, worked closely with Chandra Richter, a drinks development expert with a PhD in molecular biology, during the year-long process of creating the product.

Moving forward, Richter will occupy the role of head of product development and operations at Sprinter.

“Sprinter is my answer to the growing consumer demand for quality canned cocktails.” said Jenner. “We’re adding to a market dominated by only a few players… not only does Sprinter have a unique bold branding that captures the feeling of fun with your friends, it is also the best tasting vodka soda I’ve ever tried – and I’ve tried a lot. I can’t wait for people to taste it for themselves.”

Jenner joins the RTD category at a pivotal time, with RTDs predicted to grow by 12% in volume between 2022 and 2027, hitting US$40bn by 2027 across 10 key markets. The US accounts for 83% of global RTD consumption.

Kylie Jenner’s Sprinter range comes hot on the heels of premium vodka brand Absolut launching its own Absolut Vodka & Sprite RTD product.

In heading up her own drinks venture, Kylie joins her sister Kendall Jenner, whose 818 Tequila launched in the US in in May 2021 before expanding into the UK, Caribbean, Canada, China and most recently, Dubai.

The 100% Weber Blue agave Tequila is produced in Jalisco, and features three expressions in its range – a Blanco, Reposado and Añejo.

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