Challenge
With consumers switching to healthier, naturally ‘better for you’ alcoholic beverages, Mark Anthony International wanted to capitalise with a totally new type of refreshment – a 100% natural seltzer that combined their BrewPure system with the twist of 5% alcohol and a hint of fruit flavour.
Solution
Inspired by the legend of the White Claw, we created a new brand that captures the experience of being hit by the cooling sea spray, released by the pounding waves for pure refreshment. White Claw crushes the competition, accounting for 55.5% of the dollar share for 4th of July week in 2019. Now that’s what we call hard sales.
Results
A year after launch with 40% market share. Accounted 1/2 M.A.B. growth in 2017. Predicted to reach +198% CAGR from launch year. 45% switching from wine, champagne & spirits. Grew the category from $145MM in 2017 to $500MM in 2018.
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