White Claw unveils nightlife partnerships
Mark Anthony Brands-owned hard seltzer brand White Claw plans to double its late-night on-trade footprint with an upcoming tour of the UK’s clubs.
The hard seltzer brand has secured a number of partnerships that will roll out from this month, targeting music and club venues across the UK.
Michael Dean, head of marketing at White Claw, said: “At White Claw, we’re on a mission to bring hard seltzer refreshment all year round. It’s not just a category that lives in summer, more and more we are seeing the demand in the winter months, which is when UK clubbing culture comes into its own.
“We saw huge success with our winter 2021 partnership with Printworks, so it makes complete sense to dial it up for 2022. “
The campaign will kick off with Manchester-based club series The Warehouse Project, launching at 30 events this autumn and winter. The brand expects to serve up to 10,000 people at each club night.
The partnership includes a bespoke branded bar to be set up at the events, featuring a mural, along with 360-rotation menus and counter fridges.
White Claw is also set to appear in the UK’s ‘most influential clubs’, including London-based Printworks and Beams; Glasgow’s Sub-Club; and Bristol’s Motion, where it will unveil a White Claw-branded terrace which will play host to some of ‘the UK’s hottest DJ’s’, according to the brand.
Kim O’Brien, operations director at Warehouse Project, commented: “White Claw are a leading brand in the hard seltzer category and will be a perfect fit with our audience who are becoming more conscious of what they drink and how they party.
“Following on from a great partnership at Parklife we look forward to welcoming the hard seltzer to the Warehouse Project for what is shaping up to be a massive season.”
The announcement of White Claw’s latest partnerships follows a £4 million (US$4.5m) multichannel summer strategy, which saw the brand activate across a selection of the UK festivals, including All Points East, Mighty Hoopla and Parklife.
Dean added: “This summer’s festivals have been a huge hit for White Claw. Our fans want us to be part of their party experience so it’s important that we show up at venues that are woven into the fabric of UK dance culture.”
In July, the brand unveiled a frosted ‘cooling billboard’ for London commuters during a UK heatwave.