It’s been a year since Australia’s first ‘summer of seltzer’ and ever since, local consumers have developed quite the taste for refreshment.
It’s no coincidence that a year has also passed since internationally iconic seltzer brand White Claw® first touched down on our shores. And eight million cans later, White Claw® is now the number one biggest selling hard seltzer by volume on the Australian market, a space it continues to lead; with IRI data revealing White Claw® had the strongest share growth this quarter out of all seltzer brands.
White Claw® is now gearing up for the biggest summer yet, with a brand new flavour and a brand new variety pack format creating hype and excitement with consumers across the country. The latest releases from White Claw® prove the brand will be a go-to choice for consumers this season, and the perfect refreshment for any shared occasion.
The recently released and highly anticipated White Claw® Watermelon is 95 calories, made with sparkling water, triple distilled spirit and a hint of natural watermelon. Alongside core hero flavours of Mango, Natural Lime and Ruby Grapefruit, Watermelon also features in the new White Claw® Variety 10 Pack, made for mates to share and enjoy together this summer.
Synonymous with summer, White Claw®’s persistent strength in the Australian market comes down to how it continually seeks fresh ways to connect with the modern drinker. It’s the superior taste, genderless appeal and innovative nature that have secured its place at the top on a worldwide scale.
In fact, earlier this year The Spirits Business recognised the impact of White Claw® as a cultural phenomenon, naming it as overall Supreme Brand Champion at the inaugural Hard Seltzer Masters 2021.
Anubha Sahasrabuddhe, Lion Consumer and Brand Director, said: “Consumer demand and local love for the brand told us White Claw was a stand out for quality and taste. To now have the accolades and industry recognition to support this, is something we are very proud of, both here in Australia and abroad.”
Considering the booming RTD market in Australia and the growing demand for hard seltzer, which became a $150M category within a year, consumers won’t be able to look past the world’s biggest seltzer brand as the most refreshing esky filler this summer. When the question is ‘should we?’, the answer will always be ‘Let’s White Claw®’.
White Claw® Hard Seltzer: sparkling water with alcohol and a hint of natural fruit flavour. 95 calories, gluten free, natural flavours and 4.5 per cent ABV.
White Claw® is distributed nationwide via Lion. Contact your local Lion representative for more information, or head to @WhiteClawAu for all the latest news and inspiration for how you can claw more our of your summer.
