White Claw’s parent company, Mark Anthony Brands International, will take direct control of the hard seltzer brand in Australia from 1 November 2025 – ending its licensing and distribution agreement with Lion and signalling a long-term investment in the local market.
The move marks the company’s official entry into Australia and reflects its commitment to accelerating growth through innovation, brand building and stronger relationships with retailers and consumers.
“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 launch of White Claw Vodka Smash, which hit 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.”
Hard seltzer’s top performer
Since debuting in October 2020, White Claw has carved out a dominant position in Australia’s RTD space, holding more than 32 per cent share of the hard seltzer market and claiming the top spot in the category.
Much of that success has come from a marketing strategy built around lifestyle, cultural relevance and premium product cues – helping the brand resonate strongly with social, health-conscious consumers.
In addition to national campaigns and digital content, White Claw has built brand equity through large-scale experiential activations. These include White Claw Summer Sessions, a series of beachside events combining live music and curated brand experiences, and official partnerships with major music festivals such as Laneway Festival and Splendour in the Grass.
The brand also launched its Claw Collective – a digital-led initiative that brought together influencers and lifestyle creators across fitness, wellness and culture. On the retail front, White Claw has driven engagement with exclusive releases, seasonal flavour drops, and premium in-store displays developed in collaboration with key retail partners.
These initiatives have helped establish White Claw as one of the most recognisable and culturally resonant RTD brands in the Australian market.
Innovation begins with Vodka Smash
The first local product to launch under the new business structure is White Claw Vodka Smash, a vodka-based RTD created specifically for Australian consumers.
Vodka Smash blends premium-crafted vodka at six per cent ABV with natural fruit flavours and finishes with the crisp, clean taste that has become a White Claw signature.
Designed with warm-weather occasions in mind, it began rolling out to select retailers from mid-August, with full nationwide availability from 1 September.
Importantly, this is the first White Claw product sold direct-to-market by Mark Anthony Brands Australia, ahead of the official November transition. According to the company, the early launch underscores its focus on agility, innovation and market responsiveness.
A privately held, family-owned company headquartered in Vancouver, Mark Anthony Brands is best known for creating category-defining beverage brands including White Claw, Mike’s Hard Lemonade and Cayman Jack. Its decision to establish a direct presence in Australia reflects a broader commitment to long-term investment, local partnerships and innovation tailored to evolving consumer preferences.
This article originally appeared in the August-September issue of National Liquor News.