Lion Australia has entered a partnership with Mark Anthony Brands International, the makers of White Claw Hard Seltzer, to import, market and exclusively distribute the beverage in Australia. It will hit shelves as Australia moves into summer.
Launched in 2016, White Claw dominates the US hard seltzer category with close to 60% market share. The name White Claw takes its inspiration from the legend of the white claw wave—'when three perfect crests come together to create a moment of pure refreshment’.
Lion will initially import and distribute three variants – White Claw Mango, White Claw Natural Lime, and White Claw Ruby Grapefruit - with more planned to follow.
“White Claw is a natural fit for our growing portfolio of adult beverages beyond our core beer range – and taps into a number of consumer trends around lower calorie and lower sugar products,” said James Brindley, Managing Director of Lion Australia.
“We believe the seltzer category represents a significant growth opportunity for Lion over the coming years and we are looking forward to bringing the biggest seltzer brand in the world to Australia.”
White Claw makes its first move outside the US with its launch in the UK this month, promising further markets will follow.
As the hard seltzer category spreads its wing beyond the US, major Australian brewer Carlton & United Breweries has also released its own hard seltzer, Actual Vodka Seltzer. Carlton & United Breweries also sees hard seltzer as 'the next big thing' in Australia.
Launched last month, Actual Vodka Seltzer comes in two varieties: pure and lime. Pure has no sugar and 65 calories, while lime is low in sugar and contains 69 calories. Both drinks are 4.2% ABV and made with 100% natural ingredients to a vegan recipe.