New releases

New White Claw SURGE flavour launches

 White Claw has added to its popular SURGE range in Australia, launching a Natural Lime flavour for summer.

Lion imports, markets and exclusively distributes the beverage in Australia via a partnership with Mark Anthony Brands International, the makers of White Claw Hard Seltzer.

Lion said the launch of White Claw SURGE Natural Lime caters to growing consumer preference for citrus profiles, with lemon/lime ranked as the number one flavour in the light RTD category according to IRI data.

Endeavour Group Managing Director and CEO Steve Donohue confirmed the trend during the company’s FY23 results briefing: “If you look at what’s going on in the premix RTD space at the moment, it is going faster and bigger than it ever has before, particularly in relation to lemon-flavoured beverages.”

Best served ice cold out of the fridge or esky, White Claw SURGE Natural Lime is crafted with sparkling water, alcohol, and a zing of zesty lime flavour. 

The Natural Lime flavour expands the SURGE Australian offering after launching in November 2022 with popular US flavour, BlackberryAustralia was first country outside North America to launch White Claw SURGE range as it continues to grow in popularity.

SURGE is ranked the number one high ABV seltzer globally and is worth over US$198 million in the US alone.

Natural Lime will be available at Aussie bottle shops and bars at a RRP of $29 for a 4-pack from 23 October 2023.

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Categories: New releases