Kylie Jenner’s Beverage Brand Pivots From Vodka Sodas to Hydration Packets

(Photo: Sprinter)

Kylie Jenner’s Sprinter — originally debuted as a fruit-forward vodka soda brand — is expanding into the functional beauty and hydration market with its first booze-free launch.

On Wednesday, the influencer-turned-entrepreneur unveiled k2o by Sprinter, a lineup of drink packets now available in Strawberry Lychee, Watermelon Lime and Peach varieties. At first glance, the product has much in common with electrolyte powder brands like Liquid I.V. and DripDrop. But there is, of course, a signature Jenner-Kardashian twist. Each packet contains a mix of five electrolytes, hyaluronic acid (a skin and joint health supplement) and Verisol Bioactive Collagen, an ingredient that the brand says can reduce eye wrinkles in as little as four weeks and increase skin hydration in eight weeks.

“Beauty has always been at the center of everything I do and creating k2o by Sprinter feels like the natural next step,” Jenner said in a news release. “It’s all about that glow that starts from within — whether you’re getting ready for a night out or taking a moment to reset the next day, k2o fits right into your routine.”

Jenner has been teasing the launch on social media over the past week, posting images with cryptic captions like “something different” and “hydrate beautifully.” The lineup is now available online at $39.99 per 20-count pouch, and is slated to go live on Amazon sometime this summer.

The expansion is being spearheaded by Night, the management company behind Mr. Beast’s Feastables, with additional backing from K5 Global, the venture firm behind Kendall Jenner’s 818 Tequila.

Sprinter hit the ground running in early 2024 with a range of vodka seltzers sold in Grapefruit, Lime, Peach and Black Cherry varieties. The venture was an immediate success, reportedly moving 140,000 cases within a month of its launch and expanding to over 10,000 retailers across the US.

We reviewed the brand’s Palm Springs pack — Pink Lemonade, Mango, Pineapple and Strawberry — and were pleasantly impressed with the results. Much like High Noon, Sprinter finds a reasonable balance between fruit sweetness and carbonation, never leaning too far into the cloying vibe of many a canned cocktail competitor. If k2o tastes anything like its vodka-based predecessor, then Jenner likely has another hit on her hands.

Read Our Full Review of the Sprinter Palm Springs Pack Here