Hard seltzer powerhouse Mark Anthony Group is poised to launch the full-strength vodka extension of its White Claw brand in the UK.
White Claw, which has long been the target hard seltzer in the US for multinational brand owners, was bolstered by the four-strong vodka range in March last year. Framed by Mark Anthony Group this week as having been “one of the biggest spirit launches ever seen in the US” – although performance was not quantified – the portfolio will launch in the UK on 20 September.
Comprising Premium Unflavoured (at 40% ABV), Black Cherry, Mango and Pineapple (all at 30% ABV), the range will carry a per-bottle SRP of GBP21 (US$27.75).
The company has also created a recommended serve dubbed ‘The Super Claw’, which is a mix of the vodka with White Claw hard seltzer, “resulting in multiple possibilities of flavour pairings and unique combinations”.
Earlier this year, Heineken’s division in the Netherlands bought into the four-year-old hard seltzer start-up, Stëlz.
