Executive Briefing
Hard seltzer, but actually good
White Claw Summer is here again. But these craft startups are worth your attention.
By Dan Frommer on Saturday, July 17, 2021 at 8:00 am
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.
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Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.
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