US hard seltzer brand White Claw has invested over £4 million in a multichannel summer strategy, targeting the UK festival scene with a presence at close to 50 events this year.
Having been originally introduced in the US in 2016, the brand has seen staggering growth figures since then and has come to dominate the North American seltzer market, gaining a 60% share by 2019.
Having first arrived in the UK in summer 2020, the brand will look to this summer to truly make its mark on the British market. It will be sold at festivals with large, nationwide audiences such as All Points East, Mighty Hoopla and Wide Awake in London, as well as Parklife in Manchester, Loves Saves the Day in Bristol and Boardmasters in Cornwall.
READ MORE: Drink and be merry: How alcohol brands are preparing for summer
White Claw will also launch a two-floor ‘Wave of Summer’ bar at selected festivals, which will include LED festoon interactive lighting, 8,000 recycled cans forming a complete sensory wave experience, and a 360° service bar with ‘purpose-built relaxation spaces’.
“The Better-for-you drinking experience was trail-blazed by White Claw targeting core Gen Z and Millennials audiences,” White Claw head of marketing, Michael Dean said.
White Claw doesn’t force consumers to choose between having a good time and maintaining a healthy lifestyle, therefore festivals made complete sense, we need to be part of that experience!
He added: “By supporting a long line-up local and national festivals, our fans won’t need to compromise as White Claw will be on hand to offer drinkers lighter alternatives that deliver genuine refreshment.”
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