White Claw moves into vodka
Hard seltzer brand White Claw has launched a range of premium vodkas and ready-to-drink canned cocktails created using a ‘first-of-its-kind’ filtration process.White Claw Premium Vodka is the ‘world’s first’ triple wave filtered vodka – a process that uses ‘tremendous pressure’ that is said to be equal to three 30-foot waves to create a vodka with ‘distinctive taste, aroma, and smoothness’. White Claw Premium Vodka ‘takes advantage’ of a change in regulations that for years made vodka tasteless by law in America. The Alcohol and Tobacco Tax and Trade Board required the spirit to be “without distinctive character, aroma, taste, or colour”, and so American vodka was engineered to be ‘neutral at best’. However in 2020, regulators changed the rules to allow for distinction. The brand said it is now ‘ushering in a new era in American vodka’: “We believe that quality vodka shouldn’t be defined by what it lacks, and we seized the enormous opportunity to create a distinctive spirit,” said Anthony von Mandl, founder and CEO, The Mark Anthony Group of Companies. “Innovation has been at the heart of everything we do for 50 years. We disrupted the industry, creating an entirely new taste in the hard seltzer category with White Claw by bringing new thinking, technology breakthroughs, and our unmatched iconic flavours to market. “The same innovative spirit and technological know-how inspired the creation of our premium vodka – we believe the vodka category is ready for its White Claw moment.” The brand's Premium Vodka is made with 100% American grain and distilled five times in columns with copper plates. It is filtered through activated carbon from charred coconut shells. The result is a minimal yet complex combination of aromas and sensations in the mouth and nose, with subtle initial notes of citrus, before leading into grain, before ending with a velvety finish. “We spent almost a decade researching and developing a new way to show drinkers what complexity looks, tastes, and feels like within the minimalist experience of vodka,” added von Mandl. “We created one of the most complex production processes of any vodka in the world to produce a vodka unlike any other.” Each bottle of Premium Vodka is carefully bottled in Kentucky and embossed with the White Claw logo. As part of its expansion into vodka, the brand has also launched a range of 30% ABV White Claw Flavoured Vodka, comprising Mango, Black Cherry, and Pineapple expressions. In addition it has revealed a collection of 4.5%-ABV ready-to-drink White Claw Vodka + Soda cans. The new 100 calorie canned cocktail is made with White Claw Premium Vodka. The vodka’s velvety finish is designed to bring out the fruit flavours in White Claw Vodka + Soda Pineapple, Peach, Wild Cherry, and Watermelon varieties. The new range can be purchased in the US from www.whiteclaw.com.