Marketing

Watermelon – White Claw’s new taste of Summer

Ireland’s leading hard seltzer brand White Claw has launched its Watermelon flavour here, the first country in Europe to sell the brand.

 

Ireland’s leading hard seltzer brand White Claw has launched its Watermelon flavour here, the first country in Europe to sell the brand.

Ireland’s leading hard seltzer brand White Claw has launched its Watermelon flavour here, the first country in Europe to sell the brand.

White Claw blends sparkling water with triple-distilled alcohol and a hint of natural fruit flavour. Now, White Claw Watermelon delivers the same delicate sweetness and pure, crisp refreshment as one of the world’s most popular fruits. Naturally Gluten-free with an ABV of 4.5% it contains 95 calories per 330ml can and adds to the four flavours already available here – Black Cherry, Natural Lime, Raspberry and Mango.

Irish-based Mark Anthony Brands International (based in Dublin’s Donnybrook area) developed White Claw in 2016 and before long it became the number one hard seltzer in the US.

The company has achieved similar success in Ireland too. Since launching here in 2020, White Claw has become the nation’s Number Two Ready To Drink can brand by value and the driving force behind the growth of Ireland’s hard seltzer category, now worth €8.6 million.

Watermelon is one of the top flavours in the US and Scott Walton, President of Mark Anthony Brands International, said, “We couldn’t think of a better place than Ireland to launch our latest product in Europe. The Irish consumer has embraced White Claw and Ireland is now one of our top markets.

“Irish customers are seeking lower calorie alcohol alternatives and shouldn’t have to compromise their lifestyle when it comes to their social life. White Claw taps into that desire with an exciting and unconventional alternative to other alcohol categories, which is evident in our category sales. We’re confident that Irish consumers will embrace this new flavour just like they have done with Natural Lime, Black Cherry, Raspberry and Mango’.

For more information about White Claw, follow @whiteclawireland on Instagram, Facebook and Twitter

 

Sign up for Drinks Industry Ireland

Get a free weekly update on Drinks Industry trade news, direct to your inbox. Sign up now, it's Free