Food

White Claw: hard seltzers have year-round potential

Leading hard seltzer White Claw has seen sales boom since it launched in 2016. Now the brand faces the challenge of convincing consumers it is more than just a seasonal drink.

White Claw witnessed global sales more than double in 2020

White Claw is a pioneer of the hard seltzer category, having taken the sector by storm in the US, UK, Australia, Irish and Canadian markets.

The ready-to-drink (RTD) brand was crowned Brand Champion by The Spirits Business in June 2021, after seeing its volumes more than double from 24.4m cases to 58.5m cases in 2020. In June, White Claw expanded its European presence, entering five new markets across the continent.

While the brand continues to report growth and new developments – in the UK, White Claw partnered with delivery app Gorillas in July – Michael Dean, UK head of marketing for White Claw, has revealed one challenge facing the hard seltzer company is marketing the beverage as a choice of serve in the winter.

He explained: “White Claw has the potential to be a year-round drink of choice, however our best playgrounds such as festivals are very summer-focused.”

Since its launch in the UK, White Claw has featured at various summer events, even launching a ‘summer plan’, which includes the setting up of 10 festivals. These events, named Wave of Summer, target key neighbourhoods in London and Manchester. Nevertheless, the brand is keen to maintain its strong sales outside of the warmer seasons.

“This is why we are sponsoring the Printworks series in London this winter – a key daytime-driven party for our audience,” Dean said.

“Essentially, as an emerging category in the UK, we need to be at the heart of consumers’ organic playground throughout the year – whether it’s being present in parks and festivals in the summer, or in smaller bars and at home in the winter – it’s important we remain synonymous and complimentary with our audience’s lifestyle.”

With this in mind, the brand plans to “leverage the success” of its marketing campaign Let’s White Claw, which has had “70 million impacts so far this year”, into winter.

Click through to the next page for for an in-depth Q&A with White Claw’s Michael Dean.



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