Craftmix

What Craftmix does

Craftmix is a privately held, US-based direct-to-consumer beverage company that manufactures and sells single-serve instant cocktail mix packets and electrolyte hydration drink mixes. Its core product technology is a low-calorie (25 calories), low-sugar (5g) dry-blend powder formulation made with real fruit powders, stevia leaf extract, and natural flavors; in its hydration line it uses a hint of sugar to activate the body's SGLT1 absorption pathway, marketed as faster, more effective hydration. Products are packaged in lightweight single-serve stick packs that mix with water and optional alcohol in under 30 seconds, and the portfolio spans roughly twenty cocktail SKUs (variety packs, classic and skinny margaritas, mules, mojitos, mai tais, palomas, espresso martini, old fashioned, bloody mary, holiday flavors, and lemonades) plus a three-flavor hydration variety, supported by bundles such as the 5PM Happy Hour Kit. All products are made in the USA.

The revenue model is hybrid: one-time DTC purchases on craftmix.com at $14.99-$26.99 per multi-pack, a recurring Craftmix Club subscription offering a 15% discount with free shipping and 4/6/8-week cadence, and wholesale distribution via Faire.com into Walmart, QVC, Market District, PopShelf, JetBlue (in-flight), and 1,200+ independent stores. The company markets through a multi-channel playbook spanning Instagram, Facebook, TikTok, YouTube, a content blog, email newsletter, customer reviews on-site, and earned PR/media coverage including USA Today, LA Weekly, and Female First. Its primary customer is the health-conscious adult (25-45) seeking bar-quality, low-calorie cocktails or mocktails at a meaningfully lower per-drink cost than on-premise options, with adjacent segments in fitness/wellness, sober-curious, and gifting.

Craftmix is founder-led and private, with no disclosed institutional investors, funding rounds, or parent company. No revenue, headcount, founding year, or certifications are publicly disclosed in the available data; the only operating geography explicitly stated is the USA.

Name

Craftmix

Legal name

Craftmix

Website

https://craftmix.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Craftmix is a US-based, privately held direct-to-consumer beverage company selling low-calorie (25 cal), low-sugar (5g) single-serve instant cocktail mix packets and electrolyte hydration mixes via craftmix.com, the Craftmix Club subscription, and major retailers including Walmart, QVC, JetBlue, and 1,200+ independent stores.

Ownership category

akta.pro rank

Product category

Instant Beverage Mixes

NAICS

Soft Drink and Ice Manufacturing (31211)

SIC

Beverages (2080)

akta.pro primary industry

Powdered & Instant Beverage Mix Manufacturing (Drink Mixes) (AFAFABAL)

akta.pro secondary industries

Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH), Sports/Energy/Functional Concentrate Premixes (electrolyte, caffeine, vitamin bases) (AFAFAGAG), Functional Hydration & Electrolyte Water Production (AFAFAFAH)

Keywords

• Instant cocktail mixes
• Powdered drink mixes
• Hydration beverage mixes
• Single-serve mixers
• Low-calorie cocktail mixers

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Product Sales (One-Time Purchase): Direct e-commerce sales of individual products and variety packs at one-time purchase prices ranging from $14.99 to $26.99 per pack.
2. Subscription (Craftmix Club): Subscribe & Save program offering 15% discount on all orders with free shipping, flexible delivery schedules (every 4, 6, or 8 weeks), and ability to skip, change flavors, or cancel anytime.
3. Wholesale Distribution: Wholesale partnerships through Faire.com for retail distribution to physical stores including Walmart, Market District, PopShelf, QVC, JetBlue, and 1,200+ independent stores.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels8 records

Core offering

Craftmix manufactures and sells instant powdered cocktail mix packets and electrolyte hydration drink mixes. The cocktail mixes are designed to be combined with a user's choice of liquor (or sparkling water for mocktails) to produce a ready-to-drink beverage, while the hydration line provides sugar-free, no-caffeine powdered drink mixes for daily water intake. All products are produced as single-serve, shelf-stable dry blends and sold through the company's direct-to-consumer website, retail partners, and wholesale channels.

Product overview

Craftmix is a direct-to-consumer beverage company offering instant cocktail mix packets and electrolyte drink mixes in a variety of flavors. The product line consists of two main categories: (1) Cocktail Mixes including individual flavors (Espresso Martini, Classic Margarita, Skinny Margarita, Mango Margarita, Blood Orange Mai Tai, Passionfruit Paloma, Mint Mojito, Strawberry Mule, Black Cherry Old Fashioned, Bloody Mary, Cozy Hot Chocolate, Cranberry Vanilla, Spiked Apple Cider) and variety packs (Variety Pack, Margarita Variety, Holiday Variety); and (2) Hydration Products including individual electrolyte mixes (Wild Berry, Lemon Lime, Strawberry Watermelon) and Hydration Variety pack. The core value proposition is low-calorie (25 calories), low-sugar (5g), all-natural drink mixes in convenient single-serving packets that can be mixed with water and optional alcohol in under 30 seconds. Products are sold primarily through the e-commerce website with a subscription option (Craftmix Club) offering 15% savings. All products are manufactured in the USA with real fruit powders and natural ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Craftmix Variety Pack - Original 8 Flavor

Quantifiable outcome

• 95% less plastic than traditional bottled mixers
• +6 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Seven partnerships are on record, tiered major, notable, regional and core.

• WalmartmajorChannel Partner/ Reseller/ DistributorWalmart carries Craftmix products in stores across the US, providing broad retail distribution and access to mass-market consumers.
• QVCmajorChannel Partner/ Reseller/ DistributorQVC offers Craftmix products through its television and digital shopping platforms, reaching consumers interested in home and lifestyle products.
• JetBluenotableChannel Partner/ Reseller/ DistributorJetBlue features Craftmix products for in-flight purchase, positioning the brand as a travel-friendly cocktail option.
• Market DistrictregionalChannel Partner/ Reseller/ DistributorRegional specialty grocery chain carrying Craftmix products for health-conscious and gourmet food shoppers.
• PopShelfregionalChannel Partner/ Reseller/ DistributorDiscount retail chain featuring Craftmix products in their seasonal and lifestyle merchandise sections.
• 1,200+ Independent StoresnotableChannel Partner/ Reseller/ DistributorIndependent retail stores across the US carrying Craftmix products, providing localized distribution and access to diverse consumer markets.
• Faire.comcoreChannel Partner/ Reseller/ DistributorFaire.com serves as the wholesale platform for Craftmix, enabling independent retailers to easily order and stock Craftmix products. Wholesale inquiries directed through https://www.faire.com/direct/craftmix.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Stirrings: Stirrings is a craft cocktail mixer brand offering simple-syrup and mixer products to bars, retailers, and consumers. Directly comparable to Craftmix's cocktail mixer category, premium positioning, and at-home cocktail use case.
• Powell & Mahoney: Powell & Mahoney is a craft cocktail mixer brand (margaritas, mojitos, etc.) sold through retail and foodservice. Comparable to Craftmix on cocktail mixer product category, premium craft positioning, and broad flavor variety targeting the at-home bartender segment.
• True Citrus: True Citrus (True Lemon, True Lime) makes crystallized citrus and drink-mix packets for water and beverages — directly comparable to Craftmix's single-serve powdered drink mix format, retail distribution strategy, and use cases (mocktails, lemonades, flavored water).
• Liquid I.V. Liquid I.V. is a leading DTC electrolyte/sugar-free hydration powder mix brand (now part of Unilever), directly competing with Craftmix's Hydration line on the same single-serve stick pack format, electrolyte content, and low-sugar positioning. Highly comparable as a powdered functional hydration product.
• Q Mixers: Q Mixers is a premium craft cocktail mixer brand (tonic, ginger, etc.) sold via DTC and retail, targeting the same at-home cocktail enthusiast and health-conscious adult consumer that Craftmix addresses. Comparable on cocktail mixer category, premium positioning, and omnichannel DTC-plus-retail go-to-market.
• LMNT: LMNT is a DTC electrolyte drink mix brand competing on zero-sugar, high-electrolyte content for active and low-carb consumers. Directly comparable to Craftmix Hydration on single-serve stick pack format, electrolyte-forward positioning, low-sugar/clean-label claims, and DTC-plus-retail distribution strategy.

Broad incumbents

• Pedialyte: Pedialyte (Abbott) is a leading rehydration/electrolyte brand sold across retail and DTC channels. Comparable to Craftmix Hydration on electrolyte replenishment positioning, though Pedialyte's core positioning is pediatric/medical rehydration rather than active-lifestyle hydration.
• Crystal Light: Crystal Light (Kraft Heinz) is the incumbent powdered drink mix brand with deep retail penetration across grocery and mass channels. Highly relevant as the established category leader in powdered drink mixes that Craftmix competes with on format and convenience, though Kraft Heinz's portfolio is far broader.
• Gatorade / Gatorade Powder: Gatorade (PepsiCo) is the dominant sports/electrolyte drink brand with a powdered format alongside RTD. Directly comparable to Craftmix Hydration on functional hydration positioning and sports/electrolyte use cases, though Gatorade operates at vastly greater scale and broader product portfolio.

Emerging players

• Liquid Death: Liquid Death is a disruptive DTC-first beverage brand using edgy branding, social media virality, and major retail expansion (Walmart, Target) — directly comparable to Craftmix on the omnichannel DTC-plus-mass-retail playbook, cultural/PR-driven brand building, and the modern adult beverage consumer target, though in water/energy rather than cocktail mixers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@craftmix_
• Facebookfacebook.com/craftmix
• Instagraminstagram.com/craftmix
• TikToktiktok.com/@craftmix

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Craftmix