The beverage you choose to bring to the pregame says a lot about you. Whether you're sharing with friends by the pool or gearing up for a long night out, your drink choice undoubtedly affects the kind of energy you wish to cultivate. This past March, Kylie Jenner launched ready-to-drink beverage brand Sprinter Spirits.

“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,” says founder Kylie Jenner. “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 offers delicious and high-quality vodka cocktails that will be sure to set the right tone for your night—or day—out and about. The beverage’s bold branding and award-winning take on classic flavors such as black cherry, grapefruit, lime, and peach, ensures that your fun excursion will be just as juicy and flavorful as your drink of choice.

Jenner mindfully selected Chandra Richter, a female beverage development expert with over 20 years of beverage alcohol industry experience and a PhD in molecular biology, to serve as Head of Product Development and Operations at Sprinter. After over a year of taste testing, the pair procured the perfect balance of flavors, while maintaining a recipe with no added sugar and with real fruit juice.

Flaunt spoke with Kathleen Braine, CMO of Calabasas Beverage Company—the shared service entity with Kylie Jenner’s Sprinter— about the drink.

What is the primary ethos behind Sprinter?

Sprinter Spirits is Kylie Jenner’s response to the rising demand for delicious and high quality canned cocktails. It's hands down the tastiest vodka soda in a can you’ll find, with bold, colorful branding that perfectly matches its juicy, vibrant flavors.

How are RTD beverages and the Sprinter brand changing the current party scene?

RTDs are a great option for people who are looking for a portable, convenient, but still-tasty cocktail option. Sprinter is the most delicious vodka soda in a can on the market right now – with award-winning, juicy, and true-to-fruit flavors and bold branding that captures the feeling of fun with friends.

Sprinter was immensely successful following its release in March. What’s the secret behind its immediate popularity?

Beyond our commitment to delicious, authentic flavors, Kylie’s social media presence and our Sprinter social handles have allowed us to connect with consumers directly. We’ve also been engaging our consumers with pop-up events in key markets including the Sprinter launch popup in LA, 818 Outpost at Coachella and our recent Lollapalooza activations. We’ve also had great success with our VIP gifting, nationwide Sprinter tastings and earned media outreach. A big goal of ours is to get liquid to lips because we know once consumers try Sprinter, they will love it and want to keep drinking it.

What is the most important element of a canned cocktail? Is it taste? Ingredients? Appearance? Marketing?

For Sprinter, we focused on both delicious liquid and a bold branding that stands out from the pack. To create Sprinter, Kylie spent more than a year working closely with Chandra Richter, Sprinter’s Head of Product Development and Supply Chain to achieve the perfect taste. Chandra’s background in molecular biology and over two decades of experience in the beverage industry allowed her to create the perfect fruit-forward canned vodka soda.  From a branding standpoint, we worked to create a bold and vibrant brand and showcase a broader brand identity than your typical RTD – we aren’t focusing only on outdoor occasions or images of pools, beaches, or BBQs. We wanted to create a brand that is bold and vibrant that captures the essence of on-the-go fun with your friends. Sprint to the good times!

What do you hope consumers experience sipping on Sprinter?

We hope that consumers experience a juicy and true-to-fruit drinking experience. We know they are going to love Sprinter, it’s the perfect vodka soda in a can and it’s the most delicious one I’ve ever had.