Lion Australia has entered into a partnership with Mark Anthony Brands International, maker of White Claw Hard Seltzer, to import, market and exclusively distribute drinks in Australia. This will hit the shelves when Australia moves to summer.
Launched in 2016, White Claw dominates the US hard seltzer category with almost 60% market share. The name White Claw draws its inspiration from the legend of the white claw wave – ‘when three perfect peaks unite to create a moment of pure refreshment’.
Lion will initially import and distribute three variants – White Claw Mango, White Claw Natural Lime, and White Claw Ruby Grapefruit – with more plans to follow.
“White Paws is perfect for our growing adult beverage portfolio beyond the reach of our core beer – and exploits a number of consumer trends around low calorie and low sugar products,”Said James Brindley, Managing Director of Lion Australia.
“We believe the seltzer category represents a significant growth opportunity for Lion over the next few years and we hope to bring the world’s largest seltzer brand to Australia.”
White Claw made his first steps outside the US with launched in the UK this monthThe next promising market will follow.
When the hard seltzer category spreads its wings outside the US, Australia’s main brewer Carlton & United Breweries has also released its own hard seltzer, The real Seltzer Vodka.Carlton & United Breweries also sees hard seltzers as the ‘next big thing’ in Australia.
Launched last month, Actual Vodka Seltzer comes in two varieties: pure and lime. Pure has no sugar and 65 calories, whereas lime is low in sugar and contains 69 calories. Both drinks are 4.2% ABV and are made with 100% natural ingredients for vegan recipes.