White Claw is expanding into the spirits category as the hype around seltzer drinks fades away.
The company announced the launch of White Claw Premium Vodka on Tuesday, with the option to buy unflavored or pineapple, mango and black cherry flavors.
“We spent almost a decade researching and developing a new way to show drinkers what complexity looks, tastes, and feels like within the minimalist experience of vodka,” said Anthony von Mandl, founder and chief executive of the Mark Anthony Group, the parent company of White Claw.
“We created one of the most complex production processes of any vodka in the world to produce a vodka unlike any other,” Mandl added.
The new vodka product contains 30% to 40% of alcohol by volume and has been created to offer a “minimal yet complex combination of aromas and sensations,” according to White Claw. The manufacturing process involves a triple filtration process that is done with charred coconut shells instead of activated carbon — an improved process that the brand claims exerts a total pressure equivalent to the power of three 30-foot waves.
White Claw’s expansion into the spirits category comes at a time when sales volumes of spirit-based cocktail drinks are set to surpass hard seltzers by 2025. Cocktail products are projected to account for 26% of the total category in the next three years, while hard seltzer drinks will make up 20%, according to CNBC.
Photo credit: White Claw
