White Claw Hard Seltzer

White Claw was created by Mark Anthony Brands International based out of Dublin,[5] Ireland which is part of the wider Mark Anthony Brands group. As the innovation hub within the wider business, Mark Anthony Brands International briefed Bulletproof London to create a brand for health conscious people who are looking for an alcoholic drink without the calories. Anthony von Mandl created the ready-to-drink alcoholic beverages White Claw Hard Seltzer and Mike's Hard Lemonade through his Mark Anthony Brands. Since launching in 2016, White Claw has seen its sales grow year over year to stay as the leading hard seltzer brand as of January 2020. Von Mandl told Forbes his U.S. business is estimated to deliver close to $4 billion in revenue in 2020.[6] In the summer of 2019, it was reported that White Claw accounted for over half of all total hard seltzer sales in the United States; volume sales of White Claw grew 275% over the year prior.[7]

Since 2016, hard seltzer sales have been steadily increasing at a triple-digit annual rate.[8] As of 2019, White Claw was noted the top-selling hard seltzer in the country: dominating 60 percent of the category market.[8] White Claw's popularity was met with a nationwide shortage; resulting in the company working towards significantly increasing supply in order to meet consumer demand.[9] Throughout 2019, White Claw's popularity grew as a result of the hard seltzers being circulated through viral social media videos, which included the slogan "Ain't no laws when you're drinking Claws," coined in a video by YouTube comedian Trevor Wallace which gained 4.2 million views.[10][11] Wallace then attempted to popularize his video further by releasing a t-shirt with the phrase from his video. White Claw took action by issuing Wallace a cease-and-desist. Many White Claw memes have also circulated and Halloween costumes of the beverage have also shown to be a growing trend. As the popularity of the beverage brand rose throughout the summer, many media personalities coined the term "White Claw summer".[12] The light beer brand Natural Light, better known as 'Natty Light', struck back in the fight to be the better beverage brand by using Wallace in a stunt directed at White Claw.[13] Furthermore, it is noted that the low-calorie count, fruity flavors, and "meme-ability" of the hard seltzer were aspects that stood out to millennials and Gen Z.[14]

By July 2020, White Claw recorded a 246.7% increase in sales when compared with the early summer months of 2019.[15]

Due to the increase in volume sales in the United States, Mark Anthony Brands put into place an allocation distribution practice to ensure that the hard seltzer can continue to be sold in all markets.[9] Senior Vice President of Marketing Sanjiv Gajiwala stated that White Claw will continue the practice until all stocks are in a "safe position".[16] Stores that sell out of the hard seltzer will not receive an increase in volume distribution while the allocation is in place.[9]

While White Claw has only been around for three years, it is a big enough brand to have had experienced shortages in stores nationwide. According to Nielsen data, White Claw is the top-selling hard seltzer and its sales have risen by 250% from the previous year.[17]

In 2019 White Claw was America's number one hard seltzer, collectively bringing in about $1.5 billion in sales according to Gajiwala.[18]

Mark Anthony Brands has revealed that a $250 million new White Claw production facility will be erected in Glendale, Arizona and is expected to open June 2020.[19] Von Mandl has planned to spend $385 million into two new production facilities with the second one being in New Jersey.[20]

• White Claw - Official website