Hard seltzer that took the US by storm arrives in the UK: White Claw’s low- calorie alcoholic sparkling water that was so popular it had to be rationed hits supermarkets
- Hard seltzer is a low-calorie alcoholic sparkling water flavoured with fruit
- It became ‘the drink of the summer’ in the US last year with festivals launched
- Today, White Claw, which has almost 60% of the US market, launches in UK
A new kind of alcoholic drink that became the unofficial beverage of the summer 2019 in the US launches in the UK today.
Hard seltzer – an alcoholic flavoured sparkling water – became a sensation with American drinkers last year, so much so that there were shortages in stores, rationing was introduced, and a festival was launched in its name.
And today White Claw – who account for more than half of hard seltzer sales in the US – is launching in the UK, with shoppers able to get their hands on the beverage in Tesco, Sainsbury’s and Morrisons.
Today White Claw – who account for more than half of hard seltzer sales in the US – is launching in the UK, with shoppers able to get their hands on the beverage in Tesco, Sainsbury’s and Morrisons.
The drink is made from a blend of sparkling water, gluten-free triple distilled spirit, and a hint of natural fruit flavour including, raspberry, lime and black cherry.
It’s particularly popular with health-conscious millennial drinkers at only 95 calories, 4.5% ABV and just 2g carbs in a tin.
In December, Bibendum Wine, which supplies alcohol to bars and restaurants across the UK, told FEMAIL hard seltzers and other low calorie drinks will take the UK market by storm in 2020.
The retailer monitors the spending habits at restaurants and bars across the country to pick out trends at the early stages and predict what might be the next big thing.
The drink is made from a blend of sparkling water, gluten-free triple distilled spirit, and a hint of natural fruit flavour including, raspberry, lime and black cherry. It’s particularly popular with health-conscious millennial drinkers at only 95 calories, 4.5% ABV and just 2g carbs in a tin.
In the US, White Claw Hard Seltzer has become something of a cultural phenomenon, with consumers in their millions championing the brand online.
The hard seltzer earned fast popularity last summer, and was soon such a must-have that the company had trouble keeping up with demand, leaving distraught customers complaining on social media that they couldn’t find it stocked in stores.
Because there is not enough to go around, some distributors were even rationing out cases, limiting how many each store could get.
In the US last year, die-hard fans are took to Twitter to complain about being unable to find the drink in stores
‘An employee at total wine told me there’s a shortage of white claws due to production issues and ya girl just wants a mango white claw!’ one upset customer tweeted in late August.
Other brands, including Bud Light, Long Shot and Kopparberg have launched versions but White Claw certainly stood out, with ‘clawing’ becoming slang with young drinkers who consumed the beverage in troves.
The Atlantic, described 2019 as ‘The Summer of White Claw’ wither sales of the drink surging 300 per cent in a year.
A festival called Seltzer Land was set to debut in Minneapolis in April and travel to Chicago, New York, and six more cities – but it was postponed amid the coronavirus pandemic.
White Claw hard seltzer became the unofficial drink of summer last year in the US. However, it has proven so popular that many retailers sold out
When it does go ahead, fans will be able to drink White Claw as well as other popular brands including Natural Light, Smirnoff, and more.
Davin Nugent, CEO of Mark Anthony Brands International told FEMAIL: ‘We are delighted to launch White Claw Hard Seltzer in the UK, the brand’s first market outside of North America.
‘Making the decision to come here was an easy one, as consumers familiar with the brand in America have made sure to have their voices heard on our social media channels; demanding we bring White Claw to these shores.
‘UK retailers have also been hugely supportive of our plans as we seek to lead the development of an entirely new category in alcohol beverage, just as we have done in the US.’
Source: Read Full Article