North American alcohol brand White Claw Hard Seltzer will soon be available in Australia, as Lion partners with Mark Anthony Brands International to add another option to the growing seltzer category in the region.
White Claw first launched in 2016 and has since grown to have 60 per cent of the market share in the US seltzer category, and is “almost three times the size of its nearest competitor”.
Lion will import and distribute three variants – White Claw Mango, White Claw Natural Lime and White Claw Ruby Grapefruit – from October.
Lion Australia managing director James Brindley said he was looking forward to seeing Australia’s response to the seltzer.
“The popularity of White Claw cannot be disputed. Despite the fact the product has not actually been available in Australia up until now, it has well and truly earned its place in popular culture and is the market leader globally in this exciting new category. It is the most sought-after beverage brand in the world right now,” Brindley said.
“It is a natural fit for our growing portfolio of adult beverages beyond our core beer range – and taps into a number of consumer trends around lower calorie and lower sugar products. We believe the seltzer category represents a significant growth opportunity for Lion over the coming years and we are looking forward to bringing the biggest seltzer brand in the world to Australia.”
Mark Anthony Brands International CEO David Nugent said the team was thrilled to be working with Lion and “take the first steps with them into the emerging seltzer category in Australia”.
White Claw is said to take its inspiration “from the legend of the white claw wave—when three perfect crests come together to create a moment of pure refreshment”.
