The most popular hard seltzer brand in America, White Claw, is set to arrive in Australia following the news that local company Lion Australia has partnered with US outfit Mark Anthony Brands, to make their White Claw Seltzer product available in Australia.
Hard Seltzer’s are seen by many as ‘healthy’ alcohols. Typically they are fruit flavoured sparking waters with alcohol. The flavours set to be launched in Australia when the brand arrives in October include White Claw Mango, White Claw Natural Lime, and White Claw Ruby Grapefruit.
Announcing the partnership Lion Australia, who launched their own range of hand seltzers less than a year ago, described White Claw as, “North America’s most successful new alcohol brand in a generation.” Such has been the success of White Claw in the seltzer market that it currently enjoys a 60% share of the market in America.
Commenting on the partnership Davin Nugent, CEO of Mark Anthony Brands expressed his delight at making the foray into Australia. In an official communication from the company he said, “We are thrilled to be working with Lion and excited to take the first steps with them into the emerging seltzer category in Australia.
New partnership generates plenty of excitement
“Lion has an outstanding track record of nurturing international brands to success in Australia and we look forward to working with them to introduce local consumers to White Claw Hard Seltzer.
“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 Aussie shores.”
White Claw, which even has its own craft flavours, has proven to be hugely popular in the United States. In all the Hard Seltzer segment of the alcohol market is worth approximately $2.5 billion per annum, while for those who are more interested in its potency, the average White Claw boasts around 5% alcohol.
Commenting on the deal James Brindley, Managing Director of Lion Australia told brewsnews.com.au, “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…
“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.”
