Mark Anthony Brands International (MABI) will end its White Claw distribution deal with Lion on 1 August, announcing it’s looking to establish its own presence in Australia.
While MABI and Lion are still in discussions about Lion continuing as the local manufacturer, MABI will take over the sale, marketing, and distribution of Australia’s top selling hard seltzer from August. The pair signed the original agreement in 2020.
MABI divisional president, Richard Dillion, said the company recognised the role Lion had played in White Claw’s Australian success.
“Mark Anthony Brands International recognises and is thankful for the hard work and resource that Lion has invested into the White Claw brand to achieve its success in the market.
“Both Mark Anthony Brands International and Lion have played a big role in the growth of White Claw in the Australian market – White Claw is the number one Hard Seltzer and a top 10 Light RTD player,” Dillion said.
Lion managing director, James Brindley, said the company had “enjoyed a strong partnership” with MABI but was ready to focus on its own brands.
“Lion is committed to supercharging our RTD business with a compelling portfolio of Lion-owned RTD brands, including Kirin Hyoketsu, Four Pillars and James Squire Whisky – and an exciting innovation pipeline backed by consumer and market insights, and customer co-creation sessions,” Brindley said.
In 2022, Lion announced a $5 million expansion at its XXXX brewery to accomodate large scale production of hard seltzers and other RTD alcoholic beverages.
Dillion said MABI wants to fuel growth by establishing its own footprint in Australia and widen its portfolio of consumer centric brands.
“MABI will also expand into the non-alcoholic sports drink segment via MAS+ by Messi, our joint venture between Mark Anthony Brands and Lionel Messi,” he said.
Launching MAS+, a sports and energy drink, in the Australian market with add another brand in a crowded and competitive market.
Suntory Oceania and its multi-beverage manufacturing plant, Swanbank, in Ipswich, Queensland, is already producing V Energy from the site, with its 39 other non-alcoholic and alcoholic brands coming into production from the middle of the year.
And Coca-Cola Europacific Partners is spending more than $105 million on a new warmfill bottling line for its Powerade (and Fuze Tea) brands.
According to Statista, in Australia, the Energy and Sports Drinks category was worth almost $5 billion in 2024, with an anticipated annual growth rate of 4.53 per cent to 2027.
