Industry Innovators 2023: White Claw

The hard seltzer brand continues to dominate the market and is popping up at major events with its latest activation.

June 26, 2023

During this year’s SXSW, at the White Claw Shore Club at the Sunset Room in Austin, guests were treated to several interactive touchpoints, including a 10-foot LED wall and a White Claw can wave photo op, as well as bites from local Austin food trucks and giveaways such as limited-edition posters.

Photo: Courtesy of G7 Entertainment Marketing

"Industry Innovators 2023: 10 Brands Redefining Event Marketing" is sponsored by Gladiator Productions, a new kind of production company igniting magic in the arena of live events, entertainment, and experience. We consistently partner with our clients by providing high-touch service through every step of the production process.

The Basics: If it seems like White Claw is omnipresent, it’s because it is. This year, the popular hard seltzer brand made a return to major cultural events in a big way, and is slated to be at over 200 events by year’s end. It also recently struck up a partnership with BST Hyde Park, AEG Europe’s leading music festival, which includes a 60-date summer lineup at festivals across the U.K.

According to an analysis of on-premise hard seltzer data from Backbar, the largest alcohol inventory management platform for restaurants and bars, White Claw leads the market with a 45% share, followed by Truly (17.4%), High Noon Spirits Company (10.4%), Bud Light Seltzer (10%), Bon & Viv (1.28%), and other brands (15.92%).

The White Claw Shore Club at SXSW also saw performances from Tenille Arts, Madison Cunningham, Zach Person, Pheelz, Calma Carmona, and Abraham Alexander, along with immersive murals from artist Brendan Monroe.Photo: Courtesy of G7 Entertainment MarketingMost Innovative Experience: The White Claw Shore Club made its U.S. debut this year at various festivals and events across the nation. Starting in January, the activation touched down at the Sundance Film Festival, followed by SXSW. “We were most excited about embracing music and design with musical performances and immersive works from emerging musicians and artists,” said Kevin Hurd, senior manager of national partnerships for Mark Anthony Brands, which owns White Claw.

The most recent Shore Club stop was at the Kentucky Derby. “In recent years, the Kentucky Derby has started embracing new fashion trends. As such, the White Claw Shore Club was an opportunity to fully embrace this new wave of Derby style with the new wave of refreshment, White Claw.”

Event Philosophy: “As a brand born in culture, White Claw looks for these key cultural touchpoints as a way to further connect with fans, placing emphasis on music, design, and fashion,” Hurd said.

Lessons Learned: “There isn’t a one-size-fits-all approach to events. Each event has its own unique things that make it special and drive people to attend,” Hurd said. “Brands need to find a way to highlight themselves in a unique way that organically ties in with what makes that event special.”

Up Next: The White Claw Shore Club will make stops at Pitchfork in Chicago July 14-16, Outside Lands in San Francisco Aug. 11-13, Made in America in Philadelphia Sept. 2-3, and Life is Beautiful in Las Vegas Sept. 22-24.

The Shore Club experience at the Kentucky Derby included multiple locations within Churchill Downs, including the infield and Paddock Plaza. Plus, guests could stop by the Shore Club to enjoy a 360-degree glam cam to show off their duds.Photo: G7 Entertainment Marketing