Summer looking mighty strong for Lion’s White Claw

September 30, 2021
By Ioni Doherty

One year on, with five flavours stocked on shelves and 7.8 million cans later, White Claw is Australia’s top-selling hard seltzer[1].

With summer upon us, White Claw was recently named #1 RTD in the world[2], selling 60 million cases annually, and outselling Budweiser and Corona in the US[3][4].

White Claw Watermelon will release for this Australian summer and is expected to dominate shared drinking occasions all Summer long.

“Being able to bring one of our most popular flavours to Australia really energises us for the excitement we know local drinkers will have going into Summer,” said, Anubha Sahasrabuddhe, Lion Consumer and Brand Director.

A $50 million-plus category in Australia, hard seltzers are already worth 10 per cent of the light RTD category[5] and “with our new flavours, formats and non-traditional approach continuing to disrupt the category, we are confident that White Claw will continue to lead strong category growth,” said Ms Sahasrabuddhe.

With 30.9 percent volume share of the hard seltzer market for the last quarter5, Lion attributes White Claw market dominance to taste, genderless appeal and innovative tactics that continually seek fresh ways to connect with the modern drinker. 

After sell out success at launch last year, momentum has continued through 2021 with the successful limited release of Black Cherry in April and the core flavours remaining popular year-round. White Claw Mango accounts for 38 percent of all White Claw sold since launching in Australia, and with equal flavour appeal locally in Watermelon2, that 7.8 million count is set to soar.

To coincide with summer and the arrival of Watermelon, Lion will launch the campaign Let’s White Claw.

White Claw Watermelon

Made with sparkling water, triple-distilled spirit and a hint of natural watermelon flavour. Available from October 4 at Dan Murphy’s and BWS, and from November at all good bottle shops and coastal bars around Australia. 

RRP: $22 for a four-pack

  • [1] Volume share IRI to August 2021  
  • [2] The Spirits Business, July 2021
  • [3] IRI Data – 52wks ending May 2nd 2021 – Total US MULC + Liquor 
  • [4] ParadigmShift Consumer flavour research 
  • [5] IRI MAT to 1/8/21, QTR to 1/8/21
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