White Claw unveils “Summer of Seltzer” variety pack for UK consumers

04 Jun 2021 --- White Claw Hard Seltzer has unveiled its latest variety pack for the UK market, bringing four variations of its popular flavors into one box. The move comes amid a boom in demand for hard seltzers in Europe while big names brands are making their foray into the market.

From today, White Claw Hard Seltzer’s UK flavors black cherry, raspberry, natural lime and mango will be available in packs of eight. The variety packs will be available to purchase in Tesco and Waitrose stores at an RRP of £15.00 (US$21.19). 

Wave of refreshment
White Claw is gluten-free with only 95 calories per can, has an ABV of 4.5 percent and contains no artificial sweeteners.

It is made with sparkling water and triple-distilled spirit to deliver “a wave of pure refreshment,” the company notes. 

White Claw Hard Seltzer’s UK flavors black cherry, raspberry, natural lime and mango, will be available in eight-packs.“This summer is set to be full of socializing and catching up with friends and family. What better way to celebrate the summer than being able to share all White Claw Hard Seltzer’s UK flavors in one box,” says Michael Dean, UK Head of Marketing at White Claw. 

“Whether it’s a picnic in the park, a BBQ in the garden or heading to a festival, our variety packs have a flavor for everyone,” he adds. 

A cultural phenomenon?
White Claw Hard Seltzer arrived in the UK in June 2020. 

Pioneering a whole new category in alcohol beverage, White Claw Hard Seltzer has become something of “a cultural phenomenon,” with many consumers championing the brand online.

The category continues to heat up as consumers look for beverages that are touted for “healthy indulgence.”

Hard seltzers are attracting “virtually every player in beer,” according to a recent report by Rabobank. 

Detailing ingredient provenance is also growing increasingly popular among brand strategies.

The key to flavor selection is ensuring a light and refreshing taste that fits with the positioning of this category and incorporating interesting, “adult” profiles that support the premium feel, flavor suppliers previously told FoodIngredientsFirst.

Indeed, hard seltzers were declared “pandemic proof” last August, as the popularity for the low-sugar beverage showed little sign of waning during COVID-19. 

Edited by Elizabeth Green