New releases

White Claw Watermelon is coming

White Claw is bringing its most requested flavour to Aussie shores next month: White Claw Watermelon.

White Claw accounts for one in five seltzer sales in Australia, with its current range including flavours such as Mango, Natural Lime and Ruby Grapefruit.

A taste synonymous with Australian summer, White Claw Watermelon has been rated on par with Mango as
a favourite flavour with Australians who’ve had a chance to trial it.

Made with sparkling water, triple distilled spirit and a hint of natural fruit flavour, White Claw Watermelon is available from October 4 at Dan Murphy’s and BWS, and from November at all good bottle shops and coastal bars around Australia. RRP: $22 for a four-pack.

White Claw sold out in its two key stockists – Dan Murphy’s and Liquorland – in the first few weeks after its launch last year.

“Australian consumers have cottoned on via social…that this was something they wanted to be part of,” Anubha Sahasrabuddhe, consumer and brand director at Lion, which distributes White Claw in Australia, told Business Insider.

Lance Friedman, RTD category manager at Endeavour Group told Business Insider Australia that White Claw was its most anticipated drinks launch of 2020.

“It was so in demand we made White Claw pre-orders available for customers two weeks before they landed in stores,” Friedman said, the first time Dan Murphy’s had set up a pre-order campaign for a premix drink.

White Claw eyes spirit category

White Claw owner Mark Anthony Brands may be expanding its presence in the UK with a move into spirits and traditional RTDs.

The business has applied to register the name ‘Lazy Pour’ as a trademark with the Intellectual Property Office. It is seeking a class 33 trademark spanning prepared alcoholic cocktails, alcoholic fruit cocktail drinks, and spirits. 

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Categories: New releases