White Claw boosts festival presence

Mark Anthony Brands-owned White Claw is expanding its festival presence with activations at UK music festivals, including London’s British Summer Time (BST) Hyde Park.

The hard seltzer brand has partnered with BST and All Points East, and has a 60-date line-up at festivals across the UK, aiming to become the ‘festival drink of choice’.

Michael Dean, marketing director UK at White Claw, said: “White Claw is the perfect match for festivals and events across the country, helping consumers to make the most of highly anticipated days out.

“We’re super excited to return for our third year in the UK but this time bigger and better with White Claw Shore Club at BST Hyde Park and All Points East. Our fans want to be at the heart of music and culture so where better to enjoy a refreshing White Claw than at a festival, listening to your favourite artists.”

Consumers can try the hard seltzer brand at BST Hyde Park between 23 June to 9 July, where the brand will host its Shore Club bar experience, fitted with a four-dimensional wave experience, beach club seating, and a raised viewing floor.

This year’s BST line-up includes Guns n’ Roses and Bruce Springsteen.

The brand will also be present at Dockyards from 8-15 July; Junction 2 between 21-22 July; All Points East from 18-28 August; and Fly Open Air between 16-17 September.

Its tour of UK festivals follows a successful second stint at Austria’s Snowbombing Festival in April.

Jim King, CEO of European Festivals at AEG Presents, added: “Our priority is delivering incredible experiences for the thousands of fans who come to our festivals each year, and this new partnership with White Claw is another great example of this.”

In March this year, the brand moved into the vodka category, introducing a range of premium bottlings and ready-to-drink canned cocktails created using a ‘first-of-its-kind’ filtration process.