White Claw backs UK festivals with £4m pushBy Nicola Carruthers
Hard seltzer brand White Claw has invested more than £4 million (US$5m) in supporting more than 40 UK festivals this summer.
The multi-channel summer strategy will see the brand take over UK festivals, including London’s Wide Awake (28 May), Mighty Hoopla (3 June) and All Points East (19 August), as well as Love Saves the Day (2-3 June) in Bristol, Parklife (11-12 June) in Manchester and Boardmasters (10-14 August) in Cornwall.
White Claw will offer festival-goers the opportunity to enjoy its products from its two-floor Wave of Summer bar. The bar was updated for 2022 to include LED festoon interactive lighting, 8,000 recycled cans that form a sensory wave experience, and an improved 360° service bar with relaxation spaces.
Michael Dean, head of marketing, said: “The better-for-you drinking experience was trailblazed by White Claw targeting core Gen Z and Millennial audiences.
“White Claw doesn’t force consumers to choose between having a good time and maintaining a healthy lifestyle, therefore festivals made complete sense, we need to be part of that experience.
“By supporting a long line-up of local and national festivals, our fans won’t need to compromise as White Claw will be on hand to offer drinkers lighter alternatives that deliver genuine refreshment.”
The festival activations follow the recent debut of the brand’s new global campaign, Bring the Wave.
The campaign film depicts professional surfer Caio Vaz as he charges towards waves during a storm, a metaphor for those who rise above challenges and seek solutions.
Appearing across TV and social media, the ad was directed by London-based director Sam Brown and includes music from American jazz musician Melody Gardot.
In March 2021, White Claw unveiled a variety pack with four new hard seltzer flavours.
The ready-to-drink brand was crowned Supreme Brand Champion by The Spirits Business in June 2021, after its volumes more than doubled from 24.4m cases to 58.5m cases in 2020.
The hard seltzer brand made its debut in the UK market in June 2020.