White Claw expands reach with the Kentucky Derby

By Beth Newhart contact

- Last updated on GMT

Hard seltzer sales rose by 169% last year, and volume sales were up by 181%.
Hard seltzer sales rose by 169% last year, and volume sales were up by 181%.

Related tags: hard seltzer, white claw, fmbs, Alcoholic beverages

White Claw has become the first hard seltzer product to partner with the Kentucky Derby.

White Claw has a 54% share of the US hard seltzer industry, and is now partnering with the Kentucky Derby as an official sponsor, offering its core line and limited edition products to the more than 160,000 attendees at Derby day. 

The drink will be sold at all related Derby events at Churchill Downs in Louisville, Kentucky. It has created custom White Claw-branded scarves and pocket squares, to be handed out to fans onsite. There will also be a designated White Claw area at the race, and a custom White Claw Snapchat filter.

White Claw is described as a blend of their proprietary gluten free BrewPure alcohol, seltzer water and a hint of fruit with an ABV of 5% and 100 calories per 12oz can.

Earlier this month, White Claw debuted its latest flavor innovation Pure​. The brand referred to it as an ‘anti-flavor’ as it has no discernable taste like the the rest of its core line. Rather, it’s meant to be used as a base for other mixed drinks, or as an alternative to vodka soda.

Sanjiv Gajiwala, senior VP of marketing at White Claw, said "While many other hard seltzer brands continue to release more complicated flavors, we know consumers love the clean, refreshing taste of White Claw and identified an opportunity to launch a hard seltzer in its simplest form with White Claw Pure Hard Seltzer."

Hard seltzer growth

Hard seltzer has taken off in the flavored malt beverages (FMBs) and flavored alcoholic beverages (FABs) space, particularly in the last few years. On Super Bowl Sunday in February, hard seltzer sales tripled for watch parties compared to 2016, and it’s expected to be a popular drink in the coming warm summer months.

Alcoholic, flavored seltzers are starting to emerge as their own category in direct competition with beer, similar to hard cider. Nielsen data revealed that women are 21% more likely to drink hard cider most often compared to other adult beverages.

The data said in general, women tend to drink more wine, spirits, FABs and ciders than men, and the female demographic has driven the hard seltzer explosion. Hard seltzer sales rose by 169% last year, and volume sales were up by 181% according to Nielsen.

The Brewers Association (BA), representing craft beermakers, recently changed its definition of a craft brewer to include those making a variety of alcoholic drinks, including hard ciders, sodas and seltzers. In a survey, a majority of BA members said they planned to make drinks other than beer within the next 3-5 years.

Related news

Show more

Related products

show more

Revisiting Bone Broth in 2019

Revisiting Bone Broth in 2019

International Dehydrated Foods | 15-May-2019 | Technical / White Paper

Experts on food trends forecast continued innovation in bone broth in the coming years, such as powdered products or green beverages with bone broth as...

Accelerate your supply chain as pressures intensify

Accelerate your supply chain as pressures intensify

WRBM - Healthy and Natural | 17-Sep-2018 | Technical / White Paper

Food, Drink and Non-Food manufacturers are under pressure. Range reviews, massive retail mergers, the backlash against plastic packaging and the ongoing...

Technologies for processing Fruit & Vegetables

Technologies for processing Fruit & Vegetables

John Bean Technologies (JBT) | 07-Mar-2018 | Application Note

JBT is a prime solutions and equipment provider within the fruit and vegetable industry.

From preparation to preservation, conveying and...

Related suppliers


Post your comment

We will not publish your email address on the website

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Follow us


View more