Today, the nation’s dominant hard seltzer brand, which is distributed and marketed by Chicago-based Mark Anthony Brands, owners of Mike’s Hard Lemonade, is virtually impossible to ignore. White Claw isn't necessarily new — it's been around since 2016 but has recently surged in popularity. “We’ve observed increasing demand for lower-alcohol products and healthier, natural options, along with a surge in ready-to-drink beverages. There’s just nothing that special about it. And it’s only the most popular in a litany of White Claw–centric memes that have popped up all over the internet, as Claws themselves have made their way into the hands of beachgoers and cookout attendees across America. Smirnoff got into the hard seltzer game in 2016, with four fruit flavors and four rosé wine-influenced offerings. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. But White Claw returned with even more flavors, including lemon, tangerine, and watermelon. By using our website you agree to our use of cookies and the terms of our, 5 Canned Cocktails Perfect for the Outdoors, Welcome to! Her 19-year-old brother had used his fake ID to go to the liquor store and pick up not Pabst Blue Ribbon or a handle of whiskey, but a six-pack of White Claw, the now-infamous alcoholic seltzer, which he smuggled into the cooler. Bon & Viv touts that it was the first hard seltzer, launched as SpikedSeltzer in 2013. White Claw now commands 50% of market share in sales. White Claw Hard Seltzer is an alcoholic seltzer water beverage owned by Mark Anthony Brands International. It should be noted that there are tons of other hard seltzer brands on the market: Bon & Viv Spiked Seltzer, Truly, Smirnoff Raspberry Rose, and Henry's, among others. All Rights Sanjiv Gajiwala, SVP of marketing at White Claw, is nonplussed. White Claw now makes up 50 percent of the alcoholic seltzer market. One of the better-known brands in the spiked seltzer world, it offers seven flavors that include Black Cherry Rosemary and Pear Elderflower. Coors unveiled its version, Zima, to little fanfare. Five of the World's Most Haunted Bars, 12 Splurge-Worthy Champagnes to Toast the Season. So you may want to try out some of those other brands if you're a White Claw fiend and can't get your hands on any until they ramp up production. The store was out of Whiteclaw and I had to buy Bon & Viv please respect my privacy at this time. How did hard seltzer suddenly become so popular that it faced shortages across the country? If all this enthusiasm for getting absolutely twisted on a lightly flavored, low-alcohol grocery-store beverage sounds sort of lame to you, you’re not wrong. It looks like there really is a shortage of the boozy seltzer. You may unsubscribe at any time. White Claw isn't necessarily new — it's been around since 2016 but has recently surged in popularity. Thots n prayers The sales of distilled-liquor cocktails, flavored malt beverages, and hard seltzers have skyrocketed in the past year. Smirnoff’s current offerings include Piña Colada, Berry Lemonade, Cranberry Lime and Watermelon. Meanwhile, it appears the potential threat to White Claw’s popularity has already passed. I thought it was a marketing ploy akin to Oops! And it’s not only boozy seltzers that started flying off the shelves. Introduced in May 2016, White Claw managed to fly under the radar for much of its first three years on the market. It needs to be refreshing, and preferably, not too calorically dense or sugary either, because you don't want to puke while you're doing your best to look good on the beach. Fast forward to March 2020, when the pandemic ended the party. Read more of his writing at Ad Age Studio 30 examines the phenomenon in its latest case study. Svedka launched its spiked seltzer in 2018, with three original flavors: Tangerine Hibiscus, Strawberry Elderflower and Cucumber Basil. After craft cocktails, funky IPAs, and attempts to acquire an affinity for whiskey neat, maybe nothing tastes better than giving up. Crafted with quality ingredients, White Claw ® Hard Seltzer 70 is made from a blend of seltzer water, our gluten-free alcohol base, and a hint of fruit flavor. As long as you can avoid committing any crimes, maybe your White Claw Summer never has to end. 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When it comes to fashionable foods and beverages, interest in laborious traditional methods usually lasts 10 to 15 years before people revive their curiosity in the quick-and-easy virtues of culinary technology, as Ken Albala, a food historian at the University of the Pacific, previously told me. In one 15-second spot, the actor dumps a light beer into a plant; in another, he uses Scotch to polish a chair. The cans have become a lifestyle object for “E-boys” and “VSCO girls,” trendy online identities often defined by their accessories: scrunchies, hydroflasks, CBD products, Juuls. “There’s still a pretty low level of awareness of hard seltzers, and advertising is picking up. 4 hours 24 min ago, By Tonight, as you crack open your first Claw, be sure to say cheers to him and his innovation. Article continues below advertisement It's in the top 25 malt beverage brands, and is even outselling pretty much all craft beers, save for Blue Moon. Hard seltzer is exactly what it sounds like: fizzy water in a can with a pinch of sugar, a dash of fruit flavor, and roughly the same amount of alcohol as light beer. We may earn a commission for purchases made through our links. A decade later, vodka soda became more popular than ever. Phil says that the White Claw brand grew 260% for its third year in a row. Drinks like LaCroix saw a 42% increase in sales, despite no one knowing for sure how to say the brand’s name. “White Claw is still growing at triple digits, and so is Truly. In fact, distributors around the country can only place limited orders of White Claw through its owner, Mark Anthony Brands (they own Mike's Hard Lemonade). In that moment, it was simply a convenient alternative to a six-pack of Modelo, a desire to avoid decision fatigue, a convenient excuse to evade the craft beer cooler—really, it was whatever we wanted it to be. The first time I saw a can in real life was during a beach picnic with my girlfriend’s family. While the seltzer boom unfolded, von Mandl decided to throw his hat in the ring. It’s second only to White Claw in terms of sales and offers 13 different styles that include a variety of berry, citrus and tropical fruit options. White Claw and Boston Beer Company’s Truly, the top two hard seltzer brands by a mile, respectively, have thus far avoided confronting each other in their marketing and PR. So much so that New Yorkers started hiring delivery guys just to drop seltzer at their door. I'm guessing the real reason why there's such a huge White Claw shortage, though, is because it takes a million of them to get buzzed, and they're only two grams of net carbs per serving, so you don't feel that guilty while chugging them down. So what names do you need to know when it comes to navigating your alcohol aisle? Hard seltzer was sometimes dismissed as “girly” when it debuted, but the Claw has managed to transcend the drink’s gendered beginnings. A lot can happen during the next six months.”. Like White Claw, Bon & Viv have added a “classic” flavor to their lineup, essentially an unflavored alcoholic seltzer that can be sipped as-is or used as a base for your own cocktail creations. For von Mandl, this was a learning opportunity. The beverage was introduced in 2016 and It is sold under nine different 100-calorie (per 12 fluid ounces), 5% ABV flavors that include Black Cherry, Ruby Grapefruit, Natural Lime, Raspberry, Mango, Lemon, Tangerine, Watermelon and Pure Hard Seltzer (unflavored). Wallace satirizes the beverage by playing a Claw-guzzling bro, simultaneously normalizing the act, reassuring viewers that it’s the inverse of effeminate and echoing the original MHL prerogative. It’s experienced market growth of 200% so far this year alone. We want to hear what you think about this article. Photo courtesy White Claw White Claw Hard Seltzer. Lindsay Rittenhouse Because who wants to drink bland soda water? Itä 2019 1 of 2 Les Collines Vineyard Sémillon (Walla Walla Valley (WA)), By continuing to use our Services and/or submitting the above information, you agree to our use of cookies and the terms of our It’s cold, drinkable, and doesn’t taste like much. Its wine-themed line includes Raspberry Rosé, White Peach Rosé, Strawberry Rosé and Pink Apple Rosé. Today, the nation’s dominant … He was surprisingly successful in this venture and was able to buy a vineyard, later known as Mission Hill Winery. It neatly satisfies young consumers’ desires for affordable, convenient, portable, low-calorie, healthy-seeming alcohol options. As the colder months roll in, seltzer sales may dip a bit, but the rapid growth speaks for itself. To partner with Ad Age Studio 30, email James Palma at [email protected]. White Claw now commands 50% of market share in sales. Since then, it’s been “no laws when you’re drinking claws,” which may not be true, but is nonetheless fun to say. Meanwhile his competition started to sling sugary wine coolers to thirsty masses. But ready-to-drink canned beverages have become a beacon of hope for American booze brands. This time you’re in on the joke that got pulled on your former self, who was somewhat embarrassingly trying to cosplay as an influencer without getting paid for it. This month, we’re taking a look at the White Claw hard seltzer phenomenon and unpacking its latest campaign and results. Ad Age Studio 30 is the creative content arm of Ad Age. Hard seltzer was sometimes dismissed as “girly” when it debuted, but the Claw has managed to … Some say hard seltzer hit at just the right time, and that the product appeals to a wide variety of people. Von Mandl is also intimately connected to the wine world as the proprietor of Mission Hill winery in the Okanagan Valley. Some also use malted barley, like the throwback spiked seltzer-like beverage, Zima, which was created in 1993 by Coors. Indeed, part of the key to White Claw’s success is how it manages to fit in everywhere. Here, some of the standout brands in the hard seltzer scene. So far, it’s the only hard seltzer actually made by a traditional seltzer company. Or learn more about Ad Age membership levels and benefits here.