White Claw Hard Seltzer Explained

White Claw Hard Seltzer
Type:Alcoholic beverage
Abv:5% (US & Canada) and 4.5% (International markets)[1]
Style:Hard seltzer
Manufacturer:Mark Anthony Group/Mark Anthony Brewing
Ingredients:Purified carbonated water, alcohol, natural flavors, natural cane sugar, citric acid, sodium citrate
Website:www.whiteclaw.com

White Claw Hard Seltzer is an alcoholic seltzer water beverage manufactured by Mark Anthony Group. The beverage was introduced in 2016 and is sold in 12 various flavors.

The beverage is made from a blend of seltzer water, a gluten-free malted alcohol base, and fruit flavor.[2] The alcohol base (termed "beer base" in customs rulings) is composed of 51% sugar, smaller amounts of yeast and nutrients, water, and trace amounts of "malted gluten-free grains".[3] The exact recipe and methods are trade secrets.

History

White Claw was created by Mark Anthony Group, run by Vancouverite Anthony von Mandl and also known for producing Mike's Hard Lemonade.[4] The brand experienced tremendous growth after its introduction in 2016. Von Mandl told Forbes his U.S. business is estimated to deliver close to $4 billion in revenue in 2020.[5] In the summer of 2019, it was reported that White Claw accounted for over half of all total hard seltzer sales in the United States; volume sales of White Claw grew 275% over the year prior.[6]

White Claw entered the Canadian market in 2020 with limited flavours, later expanding offerings. The Canadian version is made with vodka rather than a beer base.[7]

New flavors were introduced in for the American market in March 2020[8] and again in March 2021, along with iced tea seltzers.[9]

In 2021, U.S. Customs and Border Protection (CBP) sought to re-classify White Claw in the Harmonized Tariff Schedule of the United States, when importing the product. Previously classified as "beer" (to which no tariffs apply), CBP felt the beverage belonged to the category of "other fermented beverages", to which tariffs do apply. Reasons cited were that White Claw "does not have the taste, aroma, character or appearance of beer" and "is not named beer, and importantly, is not sold or marketed as beer".[10] The reclassification was made final on June 2, 2021, and took effect on August 1, 2021.[11]

In December 2023, White Claw released non-alcoholic seltzers with 0% alcohol.[12]

Popularity in the U.S.

From 2016 - 2020, hard seltzer sales increased at a triple-digit annual rate.[13] In 2019, White Claw was noted the top-selling hard seltzer in the country, with 60 percent of the category market.[13] The same year, the surge in White Claw's popularity was met with a national shortage.[14] [15] [16] Throughout 2019, White Claw's popularity grew as a result of the hard seltzer's being circulated through viral social media videos, similar to the advertising of Bang Energy Drink. In the White Claw social media videos, many included the slogan "Ain't no laws when you're drinking Claws," coined in a video by YouTube comedian Trevor Wallace which gained 4.2 million views.[17] [18]

In July 2020, White Claw recorded a 246.7% increase in sales when compared to the summer months of 2019.[19]

Flavors and varieties

There are 29 flavors of the White Claw divided into five varieties. With the non-alcoholic seltzers the newest addition as of December 2023 and Hard Seltzer Surge having the highest alcohol content of 8%.[20]

Varieties

Facilities

Mark Anthony Brewing, the subsidiary company that produces White Claw in the U.S., operates a manufacturing plant in Glendale, Arizona,[25] and a distribution center in Hillside, New Jersey.[26] Another manufacturing plant was opened in Richland County, South Carolina, in May 2022.[27]

External links

Notes and References

  1. Web site: What's the best-tasting hard seltzer? . 29 May 2019 . The Takeout . Kate . Bernot. 23 June 2019.
  2. Web site: White Claw® Hard Seltzer Made Pure®. 2019-08-06. www.whiteclaw.com. en.
  3. Web site: 2021-03-23. Customs Bulletin Weekly, Vol. 55, March 24, 2021, No. 11. live. https://web.archive.org/web/20210623054400/https://www.cbp.gov/sites/default/files/assets/documents/2021-Mar/Vol_55_No_11_complete.pdf. 2021-06-23. 2021-06-23. U.S. Customs and Border Protection. 8.
  4. Web site: Maloney. Tom. 2019-11-08. Vancouverite behind Mike's Hard Lemonade becomes a multibillionaire with White Claw seltzer - BNN Bloomberg. 2021-06-23. BNN.
  5. Web site: Anthony von Mandl. Forbes. October 24, 2020.
  6. Web site: Why are people obsessed with White Claw? . Bernot, Kate . The Takeout . July 26, 2019 . July 26, 2019.
  7. Web site: Szklarski. Cassandra. 2020-03-01. B.C. founder of hard seltzer White Claw surprised by drink's success. 2021-06-23. Vancouver Island. en.
  8. Web site: Noennig. Jordyn. White Claw unveils new flavor variety packs of popular hard seltzer. 2020-03-08. USA Today. en-US.
  9. Web site: White Claw Hard Seltzer Iced Tea Is Now Available In 4 Flavors. 2021-06-23. VinePair. en-US.
  10. Web site: 2021-03-23. Customs Bulletin Weekly, Vol 55, March 24, 2021, No. 11. live. https://web.archive.org/web/20210623054400/https://www.cbp.gov/sites/default/files/assets/documents/2021-Mar/Vol_55_No_11_complete.pdf. 2021-06-23. 2021-06-23. U.S. Customs and Border Protection. 11.
  11. Web site: 2021-06-02. Customs Bulletin Weekly, Vol. 55, June 2, 2021, No. 21. 2021-06-23. U.S. Customs and Border Protection. 3.
  12. Web site: Hauari . Gabe . White Claw 0% Alcohol: Company launches new non-alcoholic drink available in 4 flavors . 2024-05-24 . USA TODAY . en-US.
  13. Web site: How the Hell is White Claw Hard Seltzer Outselling Budweiser?. Bryson. Lew. September 11, 2019. The DailyBeast. March 22, 2020.
  14. Web site: Why America has a White Claw shortage. Valinsky. Jordan. September 16, 2019. CNN Business. September 18, 2019.
  15. Web site: America is running out of White Claw hard seltzer. Valinsky. Jordan. September 6, 2019. CNN Business. September 18, 2019.
  16. Web site: How White Claw became so popular there's a nationwide shortage Produced by Seattle Times Marketing. 2019-09-12. The Seattle Times. en-US. 2020-05-08.
  17. Web site: Hard seltzer craze turns White Claw maker into a billionaire. 2019-11-08. Crain's Chicago Business. en. 2020-04-26.
  18. Web site: 2019 Was Year Of White Claw Seltzer -- For Some, Trend Hard To Swallow. Bednarski. P.J.. December 31, 2019. Media Post. March 22, 2020.
  19. Web site: What Beer Sales Tell Us About The Recession . Rosalsky, Greg. July 7, 2020 . NPR. July 7, 2020.
  20. Web site: Flavors White Claw® Hard Seltzer . 2022-12-14 . www.whiteclaw.com . en.
  21. Web site: Wiener-Bronner . Danielle . 2021-04-13 . White Claw’s latest hard seltzer is even boozier CNN Business . 2024-08-09 . CNN . en.
  22. Web site: Snelling . Grace . 5 December 2023 . White Claw has a surprising new seltzer flavor . 9 August 2024 . Fast Company.
  23. Web site: White Claw Just Launched a Tequila Seltzer . 2024-07-31 . VinePair . en-US.
  24. Web site: The Weekly Sip: White Claw takes a shot at tequila Pistachio brand percolates into coffee . 2024-07-31 . Food Dive . en-US.
  25. Web site: Fifield. Tirion Morris and Jen. A White Claw factory is opening in Arizona this summer. Here's what you need to know. 2021-06-23. The Arizona Republic. en-US.
  26. Web site: Bader. Emily. 2020-04-30. Brewing company to house 'White Claw' distribution center at industrial campus in Phillipsburg. 2021-06-23. ROI-NJ. en-US.
  27. News: 2022-05-12 . Maker of White Claw Hard Seltzer opens new facility in Richland County . . 2023-01-11.

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