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March 14, 2022

Mark Anthony Brand’s White Claw Surf – Product Launch

Mark Anthony Brands is going surfin' US(A)

By James Beeson

  • Category – Hard seltzer, 5% abv
  • Available – From this month
  • Location – The US, available nationwide  
  • Price – US$16.99-$17.99 per 12-can variety pack

Mark Anthony Brands has unveiled a surf-inspired extension of its White Claw hard seltzer brand in the US.

The four-strong White Claw Surf range will be available in a 12-can variety pack and is the brand’s first attempt at a premium line. The 5% abv seltzers are gluten-free and contain 100 calories per 34cl can.

The line comprises: Citrus Yuzu Smash, Tropical Pomelo Smash, Watermelon Lime Smash and Wildberry Acai Smash

The launch of the new Surf range will be backed by Social Media activity featuring professional surfers Ivy Miller, Hunter Jones and Blair Conklin. Kicking off on 15 March, ‘The Surf Tour’ campaign will culminate at the South by Southwest festival, where White Claw is the official hard seltzer partner.

White Claw held a 38.1% share of the hard seltzer market in the US, according to figures released in June 2021. The alcoholic sparkling water lost 9.8 percentage points in the first six months of last year, however, with its rival Boston Beer’s Truly gaining 4.5 percentage points in the same period.

“White Claw hasn’t tried to hold a mirror up to the consumer” – Just Drinks speaks to Mark Anthony Brands International CEO Davin Nugent

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