White Claw Hard Seltzer

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White Claw Hard Seltzer
White Claw Hard Seltzer logo.png
TypeAlcoholic beverage
ManufacturerMark Anthony Group/Mark Anthony Brewing
Country of originUnited States
Introduced2016; 6 years ago (2016)
Alcohol by volume5% (US & Canada) and 4.5% (International markets)[1]
StyleHard seltzer[1]
IngredientsPurified carbonated water, alcohol, natural flavors, natural cane sugar, citric acid, sodium citrate
Websitewww.whiteclaw.com

White Claw Hard Seltzer is an alcoholic seltzer water beverage manufactured by Mark Anthony Group. The beverage was introduced in 2016 and is sold in many different flavors.

The beverage is made from a blend of seltzer water, a gluten-free malted alcohol base, and fruit flavor.[2] The alcohol base (termed "beer base" in customs rulings) is composed of 51% sugar, smaller amounts of yeast and nutrients, water, and trace amounts of "malted gluten-free grains";[3] the exact recipe and methods are trade secrets.

History[edit]

White Claw was created by Mark Anthony Group, run by Vancouverite Anthony von Mandl and also known for producing Mike's Hard Lemonade.[4] The brand experienced tremendous growth after its introduction in 2016. Von Mandl told Forbes his U.S. business is estimated to deliver close to $4 billion in revenue in 2020.[5] In the summer of 2019, it was reported that White Claw accounted for over half of all total hard seltzer sales in the United States; volume sales of White Claw grew 275% over the year prior.[6]

White Claw entered the Canadian market in 2020 with limited flavors, later expanding offerings. The Canadian version is made with vodka rather than a beer base.[7]

New flavors were introduced in for the American market in March 2020[8] and again in March 2021, along with iced tea seltzers.[9]

In 2021, U.S. Customs and Border Protection (CBP) sought to re-classify White Claw in the Harmonized Tariff Schedule of the United States, when importing the product. Previously classified as "beer" (to which no tariffs apply), CBP felt the beverage belonged to the category of "other fermented beverages", to which tariffs do apply. Reasons cited were that White Claw "does not have the taste, aroma, character or appearance of beer" and "is not named beer, and importantly, is not sold or marketed as beer".[10] The reclassification was made final on June 2, 2021, taking effect August 1, 2021.[11]

Popularity in the U.S.[edit]

From 2016-2020, hard seltzer sales increased at a triple-digit annual rate.[12] In 2019, White Claw was noted the top-selling hard seltzer in the country, with 60 percent of the category market.[12] The same year, the surge in White Claw's popularity was met with a national shortage.[13][14][15] Throughout 2019, White Claw's popularity grew as a result of the hard seltzers being circulated through viral social media videos, which included the slogan "Ain't no laws when you're drinking Claws," coined in a video by YouTube comedian Trevor Wallace which gained 4.2 million views.[16][17]

In July 2020, White Claw recorded a 246.7% increase in sales when compared to the summer months of 2019.[18]

Elon Musk is an unofficial spokesperson for the beverage.[19]

Facilities[edit]

Mark Anthony Brewing, the subsidiary company that produces White Claw in the U.S., operates a manufacturing plant in Glendale, Arizona,[20] and distribution center in Hillside, New Jersey.[21] Another manufacturing plant is planned for Richland County, South Carolina, expected to be complete summer 2021.[22]

References[edit]

  1. ^ a b Bernot, Kate (May 29, 2019). "What's the best-tasting hard seltzer?". The Takeout. Retrieved June 23, 2019.
  2. ^ "White Claw® Hard Seltzer | Made Pure®". www.whiteclaw.com. Retrieved August 6, 2019.
  3. ^ "Customs Bulletin Weekly, Vol. 55, March 24, 2021, No. 11" (PDF). U.S. Customs and Border Protection. March 23, 2021. p. 8. Archived (PDF) from the original on June 23, 2021. Retrieved June 23, 2021.
  4. ^ News, Bloomberg (November 8, 2019). "Vancouverite behind Mike's Hard Lemonade becomes a multibillionaire with White Claw seltzer - BNN Bloomberg". BNN. Retrieved June 23, 2021.
  5. ^ "Anthony von Mandl". Forbes. Retrieved October 24, 2020.
  6. ^ Bernot, Kate (July 26, 2019). "Why are people obsessed with White Claw?". The Takeout. Retrieved July 26, 2019.
  7. ^ Szklarski, Cassandra (March 1, 2020). "B.C. founder of hard seltzer White Claw surprised by drink's success". Vancouver Island. Retrieved June 23, 2021.
  8. ^ Noennig, Jordyn. "White Claw unveils new flavor variety packs of popular hard seltzer". USA Today (in American English). Retrieved March 8, 2020.
  9. ^ "White Claw Hard Seltzer Iced Tea Is Now Available In 4 Flavors". VinePair (in American English). Retrieved June 23, 2021.
  10. ^ "Customs Bulletin Weekly, Vol 55, March 24, 2021, No. 11" (PDF). U.S. Customs and Border Protection. March 23, 2021. p. 11. Archived (PDF) from the original on June 23, 2021. Retrieved June 23, 2021.
  11. ^ "Customs Bulletin Weekly, Vol. 55, June 2, 2021, No. 21" (PDF). U.S. Customs and Border Protection. June 2, 2021. p. 3. Retrieved June 23, 2021.{{cite web}}: CS1 maint: url-status (link)
  12. ^ a b Bryson, Lew (September 11, 2019). "How the Hell is White Claw Hard Seltzer Outselling Budweiser?". The DailyBeast. Retrieved March 22, 2020.{{cite web}}: CS1 maint: url-status (link)
  13. ^ Valinsky, Jordan (September 16, 2019). "Why America has a White Claw shortage". CNN Business. Retrieved September 18, 2019.{{cite web}}: CS1 maint: url-status (link)
  14. ^ Valinsky, Jordan (September 6, 2019). "America is running out of White Claw hard seltzer". CNN Business. Retrieved September 18, 2019.{{cite web}}: CS1 maint: url-status (link)
  15. ^ "How White Claw became so popular there's a nationwide shortage | Produced by Seattle Times Marketing". The Seattle Times (in American English). September 12, 2019. Retrieved May 8, 2020.
  16. ^ "Hard seltzer craze turns White Claw maker into a billionaire". Crain's Chicago Business. November 8, 2019. Retrieved April 26, 2020.
  17. ^ Bednarski, P.J. (December 31, 2019). "2019 Was Year Of White Claw Seltzer -- For Some, Trend Hard To Swallow". Media Post. Retrieved March 22, 2020.{{cite web}}: CS1 maint: url-status (link)
  18. ^ Rosalsky, Greg (July 7, 2020). "What Beer Sales Tell Us About The Recession". NPR. Retrieved July 7, 2020.
  19. ^ "Embrace Whiteclaw. - Elon Musk". YouTube.
  20. ^ Fifield, Tirion Morris and Jen. "A White Claw factory is opening in Arizona this summer. Here's what you need to know". The Arizona Republic (in American English). Retrieved June 23, 2021.
  21. ^ Bader, Emily (April 30, 2020). "Brewing company to house 'White Claw' distribution center at industrial campus in Phillipsburg". ROI-NJ (in American English). Retrieved June 23, 2021.
  22. ^ Osmundson, Paul; Salem, Laurryn (November 10, 2020). "White Claw Seltzer maker to invest $400 million, create 300 jobs in Richland County, SC". The State. Retrieved June 23, 2021.

External links[edit]