Mark Anthony Group has unveiled a lemonade-themed flavours extension from its White Claw Hard Seltzer brand.
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The White Claw Hard Seltzer Refrshr range comprises four variants: Limón with Calamansi, Blood Orange & Black Raspberry, Blackberry & Red Cherry and Strawberry & Kiwi. All four, which carry an abv of 5%, will be available across the US this month in 35cl cans.
The White Claw Refreshr pack will retail at US$17.99 for 12 cans.
“White Claw is consistently innovating, looking for new and authentic ways to provide consumers with remarkable tasting refreshment,” said US CMO John Shea. “That’s why, with the launch of Refreshr, we’re taking an entirely new and different approach to lemonade, in a uniquely White Claw way, over-delivering on flavour while being incredibly sessionable.”
Last month, the brand owner debuted a summer marketing push for White Claw with its ‘Bring the Wave’ activation.
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Unilever- A Deep-dive into Product Launches and Advertising Strategy
- Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
- Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
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