Sydney, Australia – Mark Anthony Brands International, the global powerhouse behind category-leading beverages such as White Claw® Hard Seltzer, is proud to announce its direct entry into the Australian market. As part of this strategic move, the company will assume full responsibility for the White Claw® brand in Australia from November 1st, 2025, transitioning from its current licensing and distribution arrangement with Lion.
Since its debut in October 2020, White Claw® has redefined the ready-to-drink (RTD) space in Australia — securing the #1 position in the hard seltzer category with over 30% market share. Widely credited with igniting the hard seltzer movement locally, the brand has grown into a cultural icon, beloved by consumers around the nation for its refreshing taste, natural low-calorie ingredients, and active lifestyle positioning.
“White Claw® has become a phenomenon in Australia, and we’re excited to take the brand to even greater heights with a direct presence in the market,” said Ben Gibson, General Manager at Mark Anthony Brands Australia. “This move allows us to be closer to our Australian consumers, retailers, and partners — and to bring even more innovation to market by leveraging our expertise in flavour creation across the globe, starting with our upcoming launch of White Claw® Vodka Smash which hits the shelves this August.”
Newly appointed Marketing Director for Australia, Karl Roche, said the direct model presents a unique opportunity to push the boundaries of the RTD category. “We have a rare opportunity to take a brand that already has strong momentum in market and use it as a platform to truly disrupt the RTD category,” said Roche. “We’re not here to follow — we’re here to lead with creativity, cultural resonance, and a range of unrivalled products that set a new standard for what this category can be.”
A Proven Brand with a Cultural Edge
Over the past four years, White Claw® has executed some of the most high-impact activations of any brand in the RTD category, including:
• White Claw® Summer Sessions: A national series of beachside events with live music and curated brand experiences.
• Official Partnerships with Laneway Festival and Splendour in the Grass, aligning White Claw® with leading cultural moments.
• Influencer-led Claw Collective: Targeted digital content and fitness/lifestyle collaborations.
• Retail Innovation: Limited edition flavour drops, premium displays, and exclusive releases with key retail partners.
These programs have positioned White Claw® as one of Australia’s leading premium RTDbrands for modern, social, health-conscious consumers.
What’s Next for Mark Anthony Brands Australia: White Claw Vodka Smash & Brand Portfolio Expansion
With the establishment of the direct business in Australia, Mark Anthony Brands will accelerate its innovation pipeline with the launch of Vodka Smash, a new vodka-based RTD created specifically for the Australian market. Vodka Smash blends premium-crafted vodka, with natural bright fruit flavours, combining to deliver that signature White Claw crisp, clean finish — perfectfor warm weather and social settings.
This new product will be sold direct-to-market by Mark Anthony Brands from day one, prior to the completion of the Lion transition — reflecting the company’s commitment to getting this exciting new innovation to market in time for the summer season. With stock hitting shelves in select retailers from mid August, and full nationwide availability from September 1st.
In addition, Mark Anthony Brands continues to diversify its beverage portfolio globally. Outside the alcohol category, it is also a strategic partner in the development and global rollout of Mas+, a sports hydration brand co-founded with global football icon Lionel Messi. Mas+ reflects the company’s broader commitment to wellness, innovation, and performance-driven beverages.Mas+ hits the shelves of 7-Eleven on 1st October as an exclusive launch to market before going nationwide in 2026.
About Mark Anthony Brands
Mark Anthony Brands is a privately held, family-owned company headquartered in Vancouver, Canada. Recognised globally for disrupting the beverage industry with breakthrough innovations like White Claw®, Mike’s Hard Lemonade®, and Cayman Jack®, the company combines product development excellence, cultural relevance, and unmatched consumer insight to create new categories and drive industry growth.
Now establishing a direct presence in Australia, Mark Anthony Brands is investing in long-term success — through local partnerships, expanded availability, and an innovation-first approach.
For media enquiries, interviews, or product samples, please contact:
Media Contact:
Karl Roche
Marketing Director, Mark Anthony Brands Australia
kroche@markanthonybrandsintl.com
+61432335779
Website: www.markanthonyintl.com
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