White Claw Hard Seltzer heads to the UKBy Nicola Carruthers
Following “explosive growth” in the US, White Claw Hard Seltzer will begin its international expansion next month when it launches in the UK.
From 1 June 2020, White Claw Hard Seltzer – an alcoholic sparkling water – will be available in the UK from supermarket chains Tesco, Morrison’s and Sainsbury’s, with more retailers to follow. White Claw will be priced at RRP £2.50 (US$3) per 330ml can in the UK.
It will be distributed by Mark Anthony Brands International (MABI) in the UK, the Dublin-based distribution arm of White Claw owner Mark Anthony Group.
Davin Nugent, CEO of MABI, said: “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 these shores.
“UK retailers have also been hugely supportive of our plans as we seek to lead the development of an entirely new category in alcohol beverage, just as we have done in the US.”
At 95 calories per can, White Claw is made from sparkling water, triple-distilled spirit and ‘natural’ fruit flavours. With an ABV of 4.5%, the canned range comes in three flavours: Raspberry, Black Cherry and White Claw.
Mark Anthony Group launched White Claw in the US in 2016, which is said to have pioneered the hard seltzer movement.
Earlier this year, Chicago-based Mark Anthony Brewing announced plans to invest more than US$250 million in opening a new facility for White Claw in Arizona.
According to White Claw, sales grew by 315% in the year-to-date and the brand sold in excess of 80m cases in the US.
The hard seltzer category is currently valued at US$2.5 billion and is witnessing “explosive growth” across North America, with the category’s sales up by more than 240% in 2019, White Claw said.
This year, the hard seltzer category is expected to hit sales of 170m cases and could eclipse 450m cases by 2022, according to White Claw, which cited IRI and industry sources (projections utilise primary and secondary data and are inclusive of on-trade and off-trade channels).
A report by IWSR Drinks Market Analysis in December last year predicted the hard seltzer category would more than triple in size in the US by 2023 to reach 281m nine-litre cases.