Lion Australia will bring the hugely popular US hard seltzer, White Claw, to Australia later this year after entering into a partnership with the drink’s maker Mark Anthony Brands International.

The new agreement between the two companies will see White Claw available in October, marking a significant step forward for Lion in the seltzer category.

James Brindley, Managing Director of Lion Australia said he was looking forward to seeing how the seltzer performs in Australia, especially after taking North America by storm.

“The popularity of White Claw cannot be disputed. Despite the fact the product has not actually been available in Australia up until now, it has well and truly earned its place in popular culture and is the market leader globally in this exciting new category. It is the most sought-after beverage brand in the world right now,” Brindley said.

“It is a natural fit for our growing portfolio of adult beverages beyond our core beer range – and taps into a number of consumer trends around lower calorie and lower sugar products. We believe the seltzer category represents a significant growth opportunity for Lion over the coming years and we are looking forward to bringing the biggest seltzer brand in the world to Australia.”

Davin Nugent, CEO of Mark Anthony Brands International added: “We are thrilled to be working with Lion and excited to take the first steps with them into the emerging seltzer category in Australia. Lion has an outstanding track record of nurturing international brands to success in Australia and we look forward to working with them to introduce local consumers to White Claw Hard Seltzer.

“Making the decision to come here was an easy one, as consumers familiar with the brand in America have made sure to have their voices heard on our social media channels, demanding we bring White Claw to Aussie shores.”

Initially Lion will import and distribute three leading variants – White Claw Mango, White Claw Natural Lime, and White Claw Ruby Grapefruit, with more to come.

Andy Young

Andy Young

Andy joined Intermedia as Editor of TheShout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both TheShout and Bars and Clubs.

Leave a comment

Your email address will not be published. Required fields are marked *