White Claw's dominance in the hard seltzer category is a testament to its ability to adapt.
July 26, 2024
It’s no secret that the brand has had a meteoric rise. The Summer of White Claw essentially created the hard seltzer category for 2019.
Hard seltzers now face a tougher battle to maintain their market share.
Americans are drinking less. It is important to note that younger adults are becoming less likely than older adults to drink alcohol. Gallup's tracking of alcohol consumption in the United States since 2001 shows that younger adults are drinking less. Less likely to be classified as regular drinkers.
Between 2001 and 2023, 67 % (young adults aged 18 to 34) reported drinking alcohol in the past seven days. In the most recent survey, which covered the period 2021-2023, this figure fell to 61 %.
It is the younger generation that traditionally leads the way in terms of the latest trends.
Hard seltzer is said to be on the way out. However, 28,133 American adults aged 21 and older still drink a lot of seltzer. They always say they'll drink hard seltzer in the summer.According to Civic Science.
White Claw is the most popular brand, followed closely by Truly.
Gen Z adults ages 21-24 were a major driver of White Claw’s summer. The consumer insights platform notes that by focusing on the Gen Z demographic, hard seltzer is able to adapt and stay relevant.
Want to stay relevant? Trends matter…
White Claw Tequila Smash is the big launch of the summer, a drink that took more than three years to develop and took the company to the lowlands of Jalisco in Mexico, where it now sources its tequila.
Agua Dulce is a product created by White Claw on the same farm that captures the freshest and most aromatic flavors of the agave, before the tequila-making process destroys them.
White Claw can now showcase its key selling point, which is flavor expertise. It combines the best flavors of Mexican fruits with tequila in a “whole new way.”
Fruits that pair well with tequila include: Strawberry Guava, a native Mexican plant commonly used to make aguas fizzas. Other favorites include pineapple, passion fruit, and mango tamarind.
White Claw Tequila Smash is 100 calories and has no added sugar, unlike RTD margaritas.
Mark Anthony Brands Inc. Chairman Phil Rosse said at the time, "We saw the opportunity to apply decades of research in beverage and flavor development to tequila, another popular spirit."
Social interaction in marketing campaign
White Claw launched a global platform in April with a mission to combat the loneliness epidemic in America.
The ad campaign urges people to “grab life by the claw” and make real connections.
Isabelle Sakai is global marketing director at Mark Anthony Brands International. She said: “White Claw has a high social appeal for those who want to connect over drinks.”
It’s the brand consumers turn to for spontaneous moments of levity that connect old and new friends. These moments are more vital than ever in a world where people crave human connection.
Grab Life By The Claw is a slogan that encourages people to seize every opportunity that presents itself to make meaningful connections with others.
The 30-second hero spot features a charismatic character on a quest to create social connections and free his friends from mundane, isolated moments by inviting them out on a date. White Claw Hard Seltzer is also featured.
White Claw is definitely a winner with Tequila: it's a decision that was inevitable for the brand, given the current state of mind.
White Claw Zero was launched in January and it is a more innovative product.
The drink is aimed at those who want a low- or no-alcohol option. It is a “radically new drink” because it combines the flavors of White Claw and hydrating Electrolytes, while replicating the complexity of alcohol.
It's category blurring at its best: combining the desire for non-alcoholic beverages with the demand for drinks that are more than water.
White Claw is keeping mum about the technologies they use. However, the brand has revealed that it is not an alcoholic beverage.
The Wallet (US)
- Original (5 % ABV).
- Surf Hard Seltzer (5% ABV)
- Surge Hard Seltzer (8% ABV)
- Lemonade Hard Seltzer (5% ABV)
- White Claw Vodka (40% ABV).
- Vodka+Soda (4.5 % ABV)
- Tequila Smash (4.8 % ABV)
Rosse said many brands aren't offering what consumers want — even though there is a growing market for alcohol-free products.
He said the industry is ripe for disruption as there is a growing demand for flavoured non-alcoholic beverages. However, current offerings such as soft drinks and mocktails do not match what today’s adult drinkers want.
Skeptics are quick to point out that non-alcoholic seltzers can be called… seltzers, but also note that they are not. Not a bad idea.
As with the original White Claw product, brand and lifestyle positioning will determine its success.
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