White Claw unveils new hard seltzers

by Alice Brooker

Mark Anthony Brands has debuted White Claw Surf, a variety pack with four new hard seltzer flavours.

The new flavours are Citrus Yuzu Smash, a combination of lemon and yuzu; Tropical Pomelo Smash, a blend of pomelo, lime, orange and lemon; Watermelon Lime Smash, with watermelon and lime; and Wildberry Acai Smash, a mix of wild berries and acai, leading to ‘complex’ flavours. "White Claw Surf is the biggest news in seltzer since the original launch of the hard seltzers," said John Shea, chief marketing officer, White Claw, US. "White Claw Surf is a breakthrough new idea that combines full flavours with sensational refreshment and the incredible sessionability expected from the brand. “It is our next exciting addition and something completely new and different in the world of seltzer." The hard seltzers are available in a 12-can pack, and contain 100 calories each. The four canned offerings sit at 5% ABV. A campaign was also launched to mark the release of White Claw Surf, called Surf Like No Other. The brand partnered with professional surfers Ivy Miller, Hunter Jones and Blair Conklin to mark the release with The Surf Tour Series. The spots present the athletes surfing in extreme US-based locations, including snowy hills and sand dunes. The Surf Tour Series will be available to view through the brand’s and the surfers’ social media channels from today (15 March). The tour will conclude at the South by Southwest (SXSW) festival in Austin, Texas, which is taking place until 20 March. White Claw will be promoted at a pop-up branded surf house at the festival from 17-19 March. Film festival goers will have the opportunity to be the first to try White Claw Surf and hear from the professional surfers. Consumers can follow the Surf Like No Other campaign and share their tasting experience using the hashtag #WhiteClawSurf. Last year, the brand teamed up with grocery delivery app Gorillas to make White Claw the only hard seltzer available to order through the platform. In 2021, Michael Dean, UK head of marketing for White Claw, also revealed that the hard seltzer has "the potential to be a year-round drink of choice".