What do your favorite childhood drinks and Hollywood reboots have in common? Both demonstrate the power of nostalgia and its ability to open appealing new avenues for classic brands. Take Crystal Light for instance. Once a staple of the diet-conscious individual in the 80s and 90s, Crystal Light has made a comeback with the Crystal Light Vodka Refreshers, perfect for those after-workout relaxations.

Crystal Light, a famed drink mix for its pastel colors and low-calories, joins non-alcoholic brands like Arizona, Lipton Tea, Sunny Delight, Mountain Dew, and Dunkin’, which have already introduced alcoholic beverages to the market. These brands aim to extend their popularity from everyday refreshments to spirited social gatherings.

Julie Rhodes, owner of Not Your Hobby Marketing Solutions, which specializes in strategic business consulting, explains: “Flavored malt beverages (FMBs) are the new entrant. Marketing brands that evoke nostalgia is an effective way to gain the attention of millennials and Gen X.”

Beyond the allure of nostalgia lies a noticeable cultural shift. Many non-alcoholic beverage brands that were once favored mixers in homemade cocktails were hesitant to enter the adult beverage market. Now, they are jumping on the bandwagon.

Introduced in the early 1980s, Crystal Light positioned itself as a low-calorie drink mix, becoming a symbol of the decade just like a DeLorean sports car or Cabbage Patch Kids. High-profile endorsements by 80s icons Pricilla Presley and Raquel Welch catapulted its popularity.

Although the consumer's palate became diverse over the years, decelerating its popularity, Crystal Light is now experiencing a resurgence, akin to lucky stars aligning. It owes much of its recent popularity to a 2019 song by Maren Morris, "All My Favorite People," which mentioned Crystal Light as a mixer.

To bring Crystal Light back into the spotlight, Kraft Heinz, the brand's owner, collaborated with Massachusetts-based Barrel One – the brand behind successful enterprises such as Harpoon Brewery, Clown Shoes, and Wachusett, and makers of hard tea and coffee for Dunkin’ Brands.

The rebranded Crystal Light is keen on appealing predominantly to “millennial women, but Gen X is into it as well because they recall their parents drinking it,” confirmed Rob Day, vice president of marketing at Barrel One.

Crystal Light Vodka Refreshers, introduced in March 2025, offers lemonade and wild strawberry flavors. With an alcohol content of 3.8% ABV, each serving contains only 77 calories, no sugar, and light carbonation, aligning with the growing wellness trend among consumers.

Rhodes argues that authenticity is the key to the success of these nostalgic rebrands. “Brands that can recreate the childhood experience, maintain expectations, and ensure enjoyment will survive,” she states.

Jeremy Kross, director of beverage mixes for The Kraft Heinz Company, echoes this sentiment in the press release for Crystal Light Vodka Refreshers. He also attributes the brand's venture into the adult beverage market to the countless social media videos showcasing creative ways of mixing Crystal Light into cocktails.

Day furthers this, saying, “The lower alcohol content, absence of sugar, and subtle carbonation make it a choice drink for Gen Z.”

The brand plans to introduce fruit punch and raspberry lemonade versions in 2026, both as part of variety packs, and as standalone flavors.

Rhodes sums up, “These drinks convey distinct personalities. You’re asserting your identity when you choose to spend your money on these beverages.” It’s this acknowledgement of identity and nostalgia that can often enhance the experience of a social gathering. Day concludes on a humorous note, revealing, “My mom has fallen in love with this brand. I’ve reached favorite child status.”