White Claw launches 0% alcohol seltzer
White Claw has announced the launch of White Claw 0% Alcohol – a premium seltzer for adults, with a depth of complexity that tastes, feels, and looks like no other non-alcoholic drink.
After years of research and breakthroughs including development of a proprietary plant-based sweetener technology, White Claw believes they have found a unique way to make beverages that have all the taste and complexity you expect in an alcoholic beverage, made non-alcoholic from the start.
Created with ultra-refined seltzer, White Claw 0% Alcohol not only combines iconic White Claw flavours with elevated new secondary beverage alcohol drinks notes, but uniquely adds hydrating electrolytes—half as many as you’d find in some leading sports drinks, with only a fraction of the sugar and calories—15 per 12 oz. can. It’s a radically new way to drink.
White Claw 0% Alcohol arrives at a time when consumer drinking culture, once synonymous with drinking alcohol, has fundamentally changed. A new survey from White Claw found that the majority of people who drink alcohol (69%), Gen Z (81%), and Millennials (78%) are interested in exploring a “sober curious” or “damp” lifestyle. However, 63% of consumers say feelings of expectations and pressure from others, along with the fear of being judged, are making it challenging for them to avoid drinking alcohol during drinking occasions. It’s a gap for consumers that no one has addressed until now.
The majority of consumers agree that non-alcoholic drink options help them feel more confident in social situations where they didn’t want to drink alcohol (57%), make it easier for everyone to enjoy social occasions together (74%), and help them prioritise their physical health while not missing out on social opportunities (67%).
“The industry is ripe for disruption as demand for flavourful, non-alcoholic drinks is on the rise, but current options are disconnected from what today’s adult drinkers want. White Claw 0% Alcohol paves the way for an entirely new adult beverage,” said Phil Rosse, President, Mark Anthony Brands Inc. “Our newest breakthrough completely reimagines the idea of drinking by delivering the first ever elevated non-alcoholic choice with the complex taste and feel of a real drink that only White Claw can deliver.”
The survey by White Claw found that the majority (64%) of consumers wish there were better non-alcoholic options available. In fact, consumers would be more likely to choose non-alcoholic drinks if they have flavours they like (83%), were from brands they know (72%), had electrolytes (72%), and were low in sugar (71%).
White Claw 0% Alcohol features four flavours for a delicious, refreshing tasting adult drink with 2 grams of sugar and 15 calories per 12 oz. can and will be available in variety 12-packs and single flavour 6-packs:
- White Claw 0% Non-Alcoholic Premium Seltzer Black Cherry Cranberry: The perfect balance of natural ripe Black Cherry and a hint of tart Cranberry flavour give this an extremely refreshing depth of flavour. Available in 12-ounce slim cans included in variety 12-packs and single flavour 6-packs.
- White Claw 0% Non-Alcoholic Premium Seltzer Mango Passion Fruit: Natural mango and hint of tropical passion fruit perfectly complement each other to deliver an authentic and refreshing taste. Available in 12-ounce slim cans included in variety 12-packs and single flavour 6-packs.
- White Claw 0% Non-Alcoholic Premium Seltzer Peach Orange Blossom: Tastes just like a ripe peach picked off a tree with just a hint of floral orange blossom, creating an amazing, uniquely refreshing sensation like no other. Available in 12-ounce slim cans included in variety 12-packs.
- White Claw 0% Non-Alcoholic Premium Seltzer Lime Yuzu: Exquisite natural juicy Lime comes to the fore, accented by a hint of zesty yuzu citrus complexity for unmatched taste and refreshment. Available in 12-ounce slim cans included in variety 12-packs.
Just in time for Dry January, White Claw 0% Alcohol will begin rolling out in the U.S. on January 1, 2024.