Mark Anthony Brands International (MABI), the owner of White Claw Hard Seltzer, has announced it will launch direct operations in Australia on November 1.

The move aligns with its direct-to-market model in North America and the United Kingdom, where it manages all sales, marketing and distribution internally.

MABI and Lion announced in January that they would not renew their current distribution agreement for White Claw in Australia.

Lion secured the Australian distribution rights to the brand in 2020 and consumers were so keen to get their hands on the first cans that Dan Murphy’s took pre-orders for it. There was a massive increase in searches by people wanting to know “what is White Claw?” on its site in the two weeks prior to launch.

White Claw is currently the biggest selling hard seltzer in Australia, with over 30% market share. 

Lion Australia Managing Director James Brindley said in January: “Lion is committed to supercharging our RTD business with compelling portfolio of Lion-owned RTD brands, including Kirin Hyoketsu, Four Pillars and James Squire Whisky – and an exciting innovation pipeline backed by consumer and market insights and customer co- creation sessions.

“We have enjoyed a strong partnership with Mark Anthony Brands International and wish them every success for the future.”

Mark Anthony Brands Australia General Manager Ben Gibson said: “White Claw has become a phenomenon in Australia, and we’re excited to take the brand to even greater heights with a direct presence in the market.

“This move allows us to be closer to our Australian consumers, retailers, and partners — and to bring even more innovation to market by leveraging our expertise in flavour creation across the globe, starting with our upcoming launch of White Claw Vodka Smash which hits the shelves this August.”