Mark Anthony Brands is lining up the launch of the first non-alcoholic variant of its White Claw hard seltzer brand.
White Claw 0% will go on sale in the US on 1 January in four flavours: Black Cherry Cranberry, Mango Passion Fruit, Peach Orange Blossom and Lime Yuzu.
Go deeper with GlobalData
Each 12-ounce can (354ml) will contain two grams of sugar and 15 calories. On release, White Claw 0% will be available in single-flavour six-packs or variety 12-packs.
Mark Anthony Brands president Phil Rosse said: “The industry is ripe for disruption as demand for flavourful, non-alcoholic drinks is on the rise but current options like excessively sweet mocktails, bland waters, and near-beers are disconnected from what today’s adult drinkers want.
“White Claw 0% Alcohol is made non-alcoholic from the start, so it’s not a lesser version of anything, it’s more,” added Rosse.
Mark Anthony Brands contracted a study by Edelman Data and Intelligence that surveyed 1,048 Americans aged over 21. It found 78% of those aged between 21 and 42 who do drink alcohol are also interested in exploring mindful drinking and non-alcoholic beverages.
Of those queried, 64% of consumers said they wanted better non-alcoholic options. People also expressed an interest in having more non-alcoholic low-sugar options (71%) and beverages that had electrolytes (72%),
In March, Mark Anthony Brands launched a four-strong line of vodkas under the White Claw brand, alongside a vodka-soda RTD variant.
Of the four vodkas, the company launched a 40% abv standard variant made from 100% American grain. It also released three flavours – Mango, Black Cherry, and Pineapple – at 30% abv.
The canned RTD, White Claw Vodka + Soda, has an abv of 4.5%
