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44 CATEGORY FOCUS Hard Seltzers
A sparkling good time!
With many consumers now fully embracing the zeitgeist for hard seltzers, make sure they aren’t disappointed with your offering by stocking the following options which have generated proven, rock-solid results
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020 was a breakout year for hard seltzer in Ireland. A relatively new addition to the Irish market, the US ready to drink (RTD) sector has experienced ample growth thanks to the growing popularity of hard seltzer. There, the industry was valued at $550 million in mid2019 and is expected to be worth $2.5 billion by 2021. Since its introduction to the Irish market, there has been plenty of activity within the category, with existing brands establishing a presence and several Irish drinks producers embracing the trend. According to a Bord Bia report from 2020, the success of hard seltzer stems from a strong consumer appetite for healthier, natural, and refreshing beverages. The category is certainly one to watch, and here we will highlight some of the key players in this vibrant sector.
A wave of pure refreshment From 18 August – 5 September, White Claw Hard Seltzer created a brand experience like no other - the White Claw Wave of Summer Pop. Creating a moment for consumers to relax and chill to the summer vibes; there were opportunities to try all available White Claw flavours — Mango, Black Cherry, Natural Lime
and Raspberry. The pop-up also featured a partnership with Chubby Co for merchandise, a can recycle wall collaboration with Every Can Counts and daily DJ performances. White Claw Hard Seltzer was graced with takeovers by DJ Tara Stewart, I’m Grand Mam podcasters Kevin Twomey and PJ Kirby, radio presenter Izzy Healy and artist Neil Patrick Collins.
The White Claw Wave of Summer pop-up event recently came to Dublin
ShelfLife September 2021 | www.shelflife.ie
About the brand White Claw Hard Seltzer blends sparkling water with triple distilled alcohol and a hint of natural fruit flavour - a true taste of summer. Low in calories and with no artificial flavours, it’s best served cold, straight from the can. Defining and redefining a whole new category in alcohol beverages, since launching in the US in 2016, the brand has become an online and cultural phenomenon. Championed by millions of consumers, White Claw has gained cult status, becoming the most successful new alcohol brand in a generation. Through their social feeds, videos, hashtags and memes, fans have generated over 4 billion impressions. White Claw introduced Ireland to hard seltzer in summer 2020. White Claw Hard Seltzer is gluten-free, has an ABV of 4.5% and is just 95 calories per 330ml can. Served cold, White Claw has a delicate subtle flavour, providing pure refreshment. Within the Irish market, White Claw has achieved the number one position within hard seltzer; and is the number two RTD can brand (Source: Nielsen Ireland Total Scantrack excluding Dunnes and discounters, value sales, 52 weeks to 18 July 2021). For more information, visit www.whiteclaw.com @whiteclawireland on_lnstagram, Facebook and Twitter #WaveofSummerlE.
