Marketing

White Claw’s Summer Pop-Up Wave hits Dublin

White Claw has in town until the 5th of September. The 'White Claw Wave of Summer Pop-Up' promotion aims to help consumers discover a wave of pure refreshment with White Claw through its immersive experience at Lock 6, Portobello, Dublin 6.
White Claw's immersive bar experience also helps educate attendees on Hard Seltzer and facts about the White Claw brand.

White Claw’s immersive bar experience also helps educate attendees on Hard Seltzer and facts about the White Claw brand.

White Claw’s temporary takeover of space at Lock 6 offers a moment of total escapism as consumers relax and chill to the Summer vibes.

There are opportunities to try White Claw flavours such as Mango, Black Cherry, Natural Lime and Raspberry, whilst also featuring an immersive wave experience.

The immersive bar experience also helps educate attendees on Hard Seltzer and facts about the White Claw brand.

Irish DJs perform daily.

DJ Tara Stewart, for example, joins I’m Grand Mam podcasters Kevin Twomey and PJ Kirby, Radio Presenter Izzy Healy and artist Neil Patrick Collins as part of the lineup.

Local artists have branded the exteriors with standout White Claw’s ‘Wave of Summer’ mural and the pop-up also features a partnership with Chubby Co for merchandise.

White Claw is best served cold straight from the can so a can recycle wall in collaboration with non-profit Every Can Counts means that the non-profit can recyling organisation will be on hand encouraging people to recycle their cans.

No can will leave the pop-up. Instead they’ll all be recycled.

 

White’s Claw growth

After delivering triple-digit growth in 2017, 2018, 2019 and 2020, Hard Seltzer continues to deliver strong value growth of 48% and the category is now worth $4.9 billion.

White Claw is the #1 Hard Seltzer brand in the US and the #7 Beer brand for value sales, worth more than Budweiser and Heineken at $2.2bn. Over one quarter of Americans have started drinking Hard Seltzer with household penetration now at 29%. At 19.2%, White Claw is the #2 beer brand for household penetration in America.

In the UK it’s the #1 Hard Seltzer brand as it is in Australia and the Netherlands.

Indeed, White Claw has taken leading market positions in Ireland: #1 Hard Seltzer and #2 RTD canned brand.

#WaveofSummerIE

 

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