Monday, May 20, 2024

Kylie Is the Latest Jenner to Enter the Spirits Sector With ‘True to Fruit’ Sprinter Canned Vodka Soda

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Kylie Jenner expands her portfolio with the new canned vodka soda label, Sprinter.

After becoming the youngest self-made billionaire in history in 2019 at age 21 through her Kylie Cosmetics label, Kylie Jenner is now setting her sights on the booming canned spirits sector with Sprinter, a canned RTD vodka soda label, which will debut on shelves in an 8-can variety pack, retailing at $19.99, with a nationwide launch scheduled for March 21. (It is already listed online at ABC and Instacart.) Jenner joins her sister Kendall in entering the spirits industry; Kendall is behind the popular Certified B Corp 818 Tequila label.

“Sprinter is my answer to the growing consumer demand for quality canned cocktails — we’re adding to a market dominated by only a few players with an incredibly delicious vodka soda in a can,” Jenner said. She further highlighted the product’s superior taste and the excitement for consumers to experience it firsthand. “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.”

Sprinter canned vodka soda.
Kylie Jenner has launched Sprinter canned vodka soda

Jenner enlisted Chandra Richter, a seasoned beverage industry expert with a Ph.D. in molecular biology, as the Head of Product Development and Operations for Sprinter. The collaboration between Jenner and Richter spanned a year of flavor development and taste testing. Sprinter, which comes in four fruit flavors ( Black Cherry, Peach, Grapefruit, and Lime), is a low 100-calorie drink with no added sugars and contains 4.5 percent alcohol by volume (ABV).

“It’s been such a pleasure developing Sprinter with Kylie,” said Richter, who underscored the effort to perfect Sprinter’s taste. “We held numerous tastings over the past year to ensure each of our four flavors are as natural and true-to-fruit as possible. Sprinter is a mouthwatering vodka soda in a can that makes every moment an occasion.”

Sustainable spirits at Pernod Ricard

Jenner hasn’t revealed if Sprinter is made with sustainable or organic ingredients — but it is a growing trend in the spirits sector, particularly among vodka makers. The news comes as Pernod Ricard, which owns vodka labels Absolut and Beefeater, has announced that it has joined forces with the World Business Council for Sustainable Development (WBCSD). This partnership aligns with Pernod Ricard’s commitment to sustainability and responsibility, as outlined in its 2030 roadmap, “Good Times from a Good Place,” which supports the United Nations Sustainable Development Goals (SDGs) through its focus on Nurturing Terroir, Valuing People, Circular Making, and Responsible Hosting.

In addition to its WBCSD membership, Pernod Ricard has become part of the One Planet Business for Biodiversity (OP2B), a coalition dedicated to biodiversity and regenerative agriculture. This collaboration underscores Pernod Ricard’s dedication to driving systemic change and promoting actions that protect and enhance biodiversity within agricultural value chains. Last year, Pernod Ricard announced it was partnering with EcoSpirits on sustainable packaging options for its labels.

pernod ricard brands
Pernod Ricard is increasing its sustainability efforts | Courtesy

Diane Holdorf, WBCSD Executive Vice President, expressed enthusiasm about the new partnership, stating, “We are delighted to welcome Pernod Ricard to WBCSD. By working with our community of business leaders to advance regenerative practices, Pernod Ricard is determined to foster positive change within agricultural systems. Together, we will leverage our collective expertise to drive meaningful progress towards a more resilient and regenerative future.”

Maria Pia de Caro, Executive Vice President, Integrated Operations and Sustainability at Pernod Ricard, highlighted the importance of collaboration and shared knowledge in achieving impactful sustainability goals. She said, “We are honored to join the WBCSD, collaborating with its members to drive innovation, resilience, and positive change from grain to glass. I firmly believe that collaboration and the sharing of best practices are key to making a profound impact and strengthening our collective efforts. As part of this commitment, we will also engage in the One Planet Business for Biodiversity (OP2B) initiative, focusing on scaling regenerative practices and protecting biodiversity within agriculture.”

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