The owner of hard seltzer category leader White Claw is extending the brand into spirits, unveiling a full-strength vodka supported by flavoured variants and a vodka-based RTD line.
White Claw Premium Vodka is the result of what Mark Anthony Group claims is “one of the most complex production processes of any vodka in the world”. Sourced from grain grown in the US, the spirit is distilled five times before being filtered “through activated carbon from charred coconut shells”.
The 40% ABV vodka, the SRP for which was not disclosed, is rolling out this month in the US and Canada.
Joining the extension are three flavoured variants, Black Cherry, Mango and Pineapple, with ABVs of 30%. All four are available in 5cl, 75cl and 1-litre pack sizes. Meanwhile, in the US, White Claw Vodka + Soda has been lined up as a spirits-based RTD from the brand. The debut flavours – Peach, Pineapple, Watermelon and Wild Cherry – are packaged in 35cl cans and go on sale in four-packs as well as variety eight-packs.
Last month, the former CEO of Mark Anthony’s international operations, Davin Nugent, resurfaced as the new global head of innovation for Anheuser-Busch InBev’s ‘beyond beer’ division, having left the White Claw owner at the start of 2022.
