Executive Briefing

Hard seltzer, but actually good

White Claw Summer is here again. But these craft startups are worth your attention.

Amass hard seltzer
Amass hard seltzer / Photo courtesy Amass

White Claw still is hard seltzer, and that’s impressive. In its five years since launching, the pioneering label — owned by Mark Anthony Brands, of Mike’s Hard Lemonade fame — has continued to scale and lead the category through unexpectedly explosive growth.

Now comes the interesting part, as competitors have emerged on both ends.

The big beer brands, like Coors, Bud Light, and Corona, have flooded the zone with what appear to be shameless White Claw knockoffs, using their production, distribution, and marketing power to command retail shelf space (and perhaps market share).

More to our interests at The New Consumer, a growing number of indie brands are trying to differentiate themselves through inventive flavors, premium quality and pricing, packaging design, and storytelling, looking for growth in places where White Claw might not find it.

The New Consumer Executive Briefing is exclusive to members — join now to unlock this 1,800-word post and the entire archive. Subscribers should sign in here to continue reading.

Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my twice-weekly, member-exclusive newsletter. Thanks in advance.

Join: $60 / Quarter Join: $200 / Year More Options