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Kylie Jenner is adding another product to her list of business endeavors with the release of this Sprinter, a ready-to-drink vodka soda in a can. Combining premium vodka and sparkling water with real fruit juice, Sprinter launches this week in four flavors: grapefruit, lime, peach and black cherry.
For Jenner, whose namesake Kylie Cosmetics, led to her being called “the world's youngest self-made billionaire,Sprinter had an opportunity to expand her brand beyond fashion and beauty, filling what she saw was a gap in the ETA market. “Sprinter is my answer to the growing consumer demand for quality canned cocktails,” Jenner says, adding that the 100-calorie, 4.5% ABV drink “is also the best-tasting vodka soda I've ever tasted—and I have try hard.”
Jenner, 26, says she was also looking to create a brand that reflected what she and her friends like to drink and something that could easily travel from house parties to pool and beach days. Case in point: the name “Sprinter” was inspired by the media mogul's on-the-go lifestyle, with a press release explaining that “Sprinter represents fun at a fast pace.”
Rolling rock caught up with Jenner to talk about the inspiration behind Sprinter, the lessons she's learned from cosmetics to canned drinks, and how she uses Kendall Jenner's Tequila 818 not as competition, but as a playbook for success.
What inspired the launch of Sprinter and why did you choose to launch a canned drink?
I wanted to make a vodka soda that was fresh, juicy, and bold, but also canned, so it was the perfect drink to enjoy at the park with friends, relax by the pool, or pre-game on a night out. . Not only does Sprinter have unique, bright, bold branding that captures the feeling of having fun with your friends, it's also the most delicious vodka soda I've ever had. I'm so proud of Sprinter – it's my first spirits company and it's been an incredible journey to grow it.
Why did you choose a vodka-based drink over other spirits?
I think everyone knows I love me some tequila – 818, obviously – but I also love vodka. It's smooth and it's flexible. For me, a vodka soda is the perfect, refreshing light cocktail. And by mixing premium vodka with real fruit juice and sparkling water, we were able to create the most refreshing vodka soda in a can.
Where do you like to serve Sprinter and what do you drink it with?
I can enjoy the Sprinter anywhere. Sprinter tastes great with most things – I personally like to drink it in my backyard for an alfresco dinner.
Travis Rathbone
How is launching an R&D product similar or different to launching Kylie Cosmetics?
Launching Sprinter was a similar experience to launching Kylie Cosmetics in that I was creating something from the ground up that I would actually use in my everyday life and staying very close to every part of the business and creative process. I always learn critical business lessons from my businesses. All the knowledge I have from my past experiences has been put into making my brands like Sprinter even better and more tailored to what consumers really want.
Who did you test the Sprinter with before your launch? What opinions did they give you?
I worked closely with Chandra [Richter, Sprinter’s Head of Product Development with a PhD in molecular biology] and together, we spent over a year perfecting the Sprinter flavor. For the past few months I've been bringing it with me to friends' houses and on outings and swearing everyone to secrecy. People love how refreshing and real the flavors are. They wanted to talk about the Sprinter for a long time!
Kendall has famous tequila as you mentioned, and now you're launching a vodka – are you competitive?
My sister's involvement in the spirits industry was an amazing way for us to work together. Kendall gave me advice and showed me what it takes to create a successful spirits brand, and in a way, Sprinter is 818's bubbly, juicy and playful little sister!
Sprinter is now available nationwide in select stores and in an eight-pack online TotalWine.com.
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