White Claw REFRSHR Alcoholic Lemonade has launched today in Australia just in time for summer.
The range promises fuller flavoured combinations: Limón with a hint of Calamansi, Strawberry with a hint of Kiwi, Blood Orange with a hint of Black Raspberry and Blackberry with a hint of Red Cherry.
Alcoholic or “hard” lemonade has been a huge category in North America and was a precursor to hard seltzer there.
The parent company of White Claw, Mark Anthony Group, released the first mass market product in the category, Mike’s Hard Lemonade, in Canada in 1996. It was so popular that fights broke out in liquor stores when supplies ran short. In 1999, Mike’s was introduced to the United States and sold two million cases in its first year.
Lion Brand Director RTD Penni Terrey said: “We’re thrilled to introduce White Claw REFRSHR Alcoholic Lemonade in Australia. In just under three years, White Claw has become Australia’s favourite hard seltzer, with one in three seltzers consumed in Australia being White Claw.
“Following the establishment of our signature hint of flavour through our classic range and the Surge range that debuted in 2022, we recognised an opportunity to meet a gap in the current Australian seltzer market with REFRSHR, offering a mindful choice with a range of exciting, bolder flavours.”
White Claw’s US Chief Marketing Officer John Shea said: “White Claw is consistently innovating, looking for new and authentic ways to provide consumers with remarkable tasting refreshment.
“That’s why, with the launch of REFRSHR, we’re taking an entirely new and different approach to hard lemonade, in a uniquely White Claw® way, over-delivering on flavour while still being incredibly refreshing.”
White Claw REFRSHR Alcoholic Lemonade will be available as a Variety Pack featuring all four flavours. Limón with a hint of Calamansi and Strawberry with a hint of Kiwi will also be available in 4 packs. Each can has an ABV of 4.5% and 90 calories.
White Claw REFRSHR Alcoholic Lemonade is launching nationwide on 25 September 2023 at Aussie bottle stores at RRP$27 for a 4-pack and at RRP$55 for a Variety 10-pack.
Categories: New releases