White Claw debuts alcohol-free line

Hard seltzer brand White Claw has expanded its portfolio with a zero-ABV range that contains electrolytes.

The range includes four variants: Black Cherry Cranberry, Mango Passion Fruit, Peach Orange Blossom, and Lime Yuzu. The expressions contain 2g of sugar and 15 calories per 12-ounce (355ml) can. The line also includes ‘hydrating’ electrolytes. White Claw said the new range comes after ‘years of research and breakthroughs’ including the development of proprietary plant-based sweetener technology. "The industry is ripe for disruption as demand for flavourful, non-alcoholic drinks is on the rise, but current options like excessively sweet mocktails, bland waters, and near-beers are disconnected from what today's adult drinkers want,” said Phil Rosse, president, Mark Anthony Brands, owner of White Claw. “White Claw 0% Alcohol paves the way for an entirely new adult beverage. Our newest breakthrough completely reimagines the idea of drinking by delivering the first-ever elevated non-alcoholic choice with the complex taste and feel of a real drink that only White Claw can deliver." Rosse said the non-alcoholic range is a “drink for all drinkers, that empowers you to say 'yes' to more adult drinking occasions”. A new survey from the brand found that the majority of people who drink alcohol (69%), Generation Z (81%), and Millennials (78%) are interested in exploring a ‘sober curious’ or ‘damp’ lifestyle. However, 63% of consumers said feelings of expectations and pressure from others, along with the fear of being judged, make it challenging to avoid alcohol during drinking occasions. The survey also found that 64% of consumers would like better non-alcoholic options. Drinkers would be more likely to choose non-alcoholic drinks if they have flavours they like (83%), were from familiar brands (72%), contained electrolytes (72%), and were low in sugar (71%). White Claw 0% Alcohol will be rolled out in the US from 1 January 2024. It is available to buy in packs of six (single flavours) and 12 (mixed). Earlier this year, the brand launched a range of vodkas and ready-to-drink canned cocktails created using a ‘first-of-its-kind’ filtration process.