Damon Mcknight
White Claw hard seltzer, the US cult beverage brand, is coming to Australia. The drink will be available from 12 October 2020, initially in three flavours – natural lime, ruby grapefruit, and mango. The hard seltzer category is witnessing explosive growth across North America, and the brand has a close to 60% market share in the US. White Claw's launch in Australia is the result of a distribution deal with Lion, the Australasian food and beverage marketing company.
| Characteristics | Values |
|---|---|
| Launch Date | October 12, 2020 |
| Flavors | Mango, Natural Lime, Ruby Grapefruit |
| Price | $23.99 for a four-pack |
| ABV | 4.5% |
| Calories | 95 per can |
| Distribution | Across Australia at most local liquor stores |
| Manufacturer | Mark Anthony Brands International |
| Importer and Distributor | Lion Australia |
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What You'll Learn
White Claw's Australian launch date
White Claw hard seltzer is coming to Australia! The drink will be available from 12 October 2020, initially launching with three flavours: mango, lime, and ruby grapefruit. The four-pack will cost $23.99, and it will be distributed across Australia at most local liquor stores.
The launch of White Claw in Australia is the result of a partnership between Mark Anthony Brands International, the makers of White Claw, and Lion Australia, which will exclusively import, market, and distribute the beverage in the country. This marks the first time that White Claw has expanded its sales outside of the US, with the UK being the only other country besides the US to sell the beverage prior to Australia.
White Claw has been described as a "natural fit" for Lion Australia's portfolio of adult beverages, which includes beer brands such as James Squire, Tooheys, Hahn, and James Boag. The hard seltzer category is witnessing explosive growth, with sales in the US exceeding 80 million cases in 2019. White Claw has a dominant position in this market, claiming nearly 60% market share.
The decision to bring White Claw to Australia was influenced by consumer demand, particularly from those familiar with the brand in America. The drink has also earned its place in popular culture, with the summer in the US last year being nicknamed the "White Claw Summer". The local version of White Claw in Australia will have a slightly lower ABV of 4.5% compared to its American counterpart, which has 5% ABV.
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Flavours available in Australia
White Claw hard seltzer is finally coming to Australia! The drink will be available from 12 October 2020, initially in just three of the nine flavours: natural lime, ruby grapefruit, and the highly favoured mango. The local version will be slightly less boozy than its American counterpart, with 4.5% ABV.
The hard seltzer category is currently valued at US$2.5 billion and is witnessing explosive growth across North America, with the category's sales up by more than 240% in 2019. White Claw's sales grew by 315% in the same period. White Claw has close to 60% market share in the US, almost three times the size of its nearest competitor, Boston Brewing Company's Truly hard seltzer brand.
White Claw's launch in Australia is the result of a distribution deal with Lion, the company behind beer brands including James Squire, Tooheys, Hahn, and James Boag. Four packs of these White Claw drinks will cost $23.99, and they will be available at most local liquor stores across Australia.
More flavours of White Claw will become available in Australia later.
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White Claw's Australian distribution
White Claw Hard Seltzer, the US superstar beverage brand, is finally coming to Australia. Mark Anthony Brands International, the parent company of White Claw, has entered a partnership with Australasian food and beverage marketing company Lion to import, market and exclusively distribute the beverage in Australia.
The hard seltzer category is witnessing explosive growth across North America, with the category's sales up by more than 240% in 2019. White Claw has close to 60% of the market share in the US, almost three times the size of its nearest competitor.
White Claw will be available in Australia from 12 October 2020. Initially, only three of the nine flavours will be available: mango, lime, and ruby grapefruit. The local version will be slightly less alcoholic than its American counterpart, with 4.5% ABV compared to 5%. Four-packs of these drinks will cost $23.99 and will be distributed across Australia at most local liquor stores.
James Brindley, the managing director of Lion Australia, said, "The popularity of White Claw cannot be disputed... It is the most sought-after beverage brand in the world right now... 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."
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White Claw's popularity in Australia
White Claw is a hard seltzer brand that first launched in the US in 2016. It quickly became the market leader in the hard seltzer category, with close to 60% market share. The brand takes its name from the legend of the white claw wave, which describes "when three perfect crests come together to create a moment of pure refreshment".
In 2020, White Claw announced it would be expanding into the Australian market, marking its first move outside of the US. The brand's parent company, Mark Anthony Brands International, partnered with Australasian food and beverage marketing company Lion to import, market, and distribute the beverage in Australia.
White Claw was set to launch in Australia in October 2020, with a four-pack of the drink retailing for $23.99. The initial launch included three flavours: natural lime, ruby grapefruit, and mango. The drink was to be available at most local liquor stores across Australia.
White Claw's expansion into Australia was highly anticipated, with the brand already having earned its place in popular culture despite not previously being available in the country. The brand's popularity among consumers was cited as a key reason for its decision to expand into the Australian market. Social media demands from consumers familiar with the brand in America were said to have influenced the decision to bring White Claw to Australia.
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White Claw's ABV in Australia
White Claw, the hard seltzer brand, was set to launch in Australia in October 2020. The brand's launch in Australia was highly anticipated, as it had already gained a lot of popularity in the US. In the US, the brand had about 60% of the market share in the hard seltzer category.
The initial launch in Australia would include only three of the nine flavours: mango, lime, and ruby grapefruit. The drink would be available at most local liquor stores across Australia. A four-pack of White Claw would cost $23.99.
The local version of White Claw in Australia will have a lower alcohol content than its American counterpart. The Australian version will have an ABV of 4.5%, while the American version has an ABV of 5%. The drink is made from sparkling water, triple-distilled spirit, and 'natural' fruit flavours.
The brand's decision to expand to Australia was influenced by consumer demand. Davin Nugent, CEO of Mark Anthony Brands International, White Claw's parent company, stated that consumers familiar with the brand in America had demanded through social media channels that the brand be brought to Australia.
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Frequently asked questions
White Claw was launched in Australia on 12 October 2020.
Initially, only three flavours were available: Mango, Natural Lime, and Ruby Grapefruit. However, more flavours were planned to follow.
A four-pack of White Claw costs $23.99 in Australia.
