The UK will be the first market outside the US for the brand. In its home market, the brand has seen ‘explosive’ growth, making up 60% of sales in a category that grew 240% in volume last year to over 80m cases.
Davin Nugent, CEO of brand owner Mark Anthony Brands International, 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.’
A blend of sparkling water, gluten-free triple distilled spirit, and natural fruit flavor, White Claw Hard Seltzers are 4.5% abv and come in at 95 calories and 2g of carbohydrate per 330ml can.
Three flavors are being released here: Raspberry, Black Cherry, and Natural Lime and will be available from 1 June in Tesco, Morrison’s and Sainsbury’s, before rolling out to other retailers.
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