Ad Age Studio 30 examines the phenomenon in its latest case study. Introduced in May 2016, White Claw managed to fly under the radar for much of its first three years on the market. Wellness has become a goal in and of itself, as well as an excuse to splurge a little. White Claw and Boston Beer Company’s Truly, the top two hard seltzer brands by a mile, respectively, have thus far avoided confronting each other in their marketing and PR. And are there really no laws when drinking Claws? 1 chart above because it throws the scale completely off — see fig. White Claw also launched with a clear understanding of how product design and social media interact in modern marketing. Adrianne Pasquarelli This eBook will give you an exclusive look into the tactics and strategies brands are using to come out of COVID-19 stronger. world relating to economic and political issues as well as Wellness has been adopted as a one-size-fits-all category that covers fitness, appearance, mental health, and a healthy dose of pampering. Being first isn’t the most important part of being successful — being committed is. proper attribution to Statista. That was last year. Today, the nation’s dominant hard seltzer brand, which is distributed and marketed by Chicago-based Mark Anthony Brands, owners of Mike’s Hard Lemonade, is virtually impossible to ignore. Research, storytelling, infographics & presentation design on any topic in your corporate design. Are you a print subscriber? Brands that have waffled around the edges are more forgettable and often forgotten. An avid tennis player and Champagne Martini enthusiast, Jaime spends most of her spare time being the #1 dog mom to her chiweenie. there actually ARE laws when drinking Claws, 4 Ways Brands Can Use TikTok Marketing to Go Viral, 4 Things Every Marketer Needs to Know About Gen Z, Instagram Reels: Everything Marketers Need to Know, 6 Tips on How to Launch a Successful Retargeting Campaign, 6 Email Segmentation Tactics to Instantly Win Over Customers, Viral Growth Strategies for E-Commerce Businesses. Over the same 52-week period ending October 6, 2019, White Claw earned $627.2 million. It’s an important point, because any marketer who avoids addressing the shifting conversation around gender, or falls behind, risks alienating a large part of the market. White Claw didn’t invent the hard seltzer. Hard seltzer fit into that same category of aspirational lifestyle brands and movements. From 2012 to 2016, the hard seltzer market grew slowly, in fits and starts. The message was clear — if you were drinking a White Claw, you were just one of the (gender neutral) guys hanging out with your buds. Though recent popularity pushed the hard seltzer market to a whopping $500 million business by Q3 of 2019, 85% of that market is controlled by just two brands: Mark Anthony Brands’ White Claw and Boston Beer Company’s Truly. Statista offers daily infographics about trending topics, covering:Economy & Finance, Politics & Society, Tech & Media, Health & Environment, Consumer, Sports and many more. Even in the background, the White Claw can shines and sparkles. We intentionally left off searches for “White Claw” on the fig. An updated version of Mike’s Hard Lemonade, White Claw has 5 percent alcohol and is a good option for health-conscious drinkers. This month, we’re taking a look at the White Claw hard seltzer phenomenon and unpacking its latest campaign and results. LaCroix itself has fallen off the top of the heap, thanks in large part to competition and some comments from National Beverage Corporation’s CEO. Interestingly enough, this was a familiar place for MAB. The even bigger story of brand success is one of discarding tradition and embracing changing social norms. A large part of that may be tied to forcing a rebrand almost immediately after purchase, burning any brand equity that may have been built up. For individual content and infographics in your Corporate Design, You may have heard more about hard seltzer this summer than any summer before — more specifically, White Claw seemed to be all the rage. 23 min 51 sec ago, By Rather, it’s about the changing face of masculinity and the acceptance by traditional male audiences of things that had previously been considered effeminate or dainty. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. How can a relatively affordable product, that is universally acknowledged as being relatively affordable, still be an aspirational brand? 1 matches so closely to interest in LaCroix in fig. White Claw was able to get to the top because it was for everybody, and it was for nobody. However, in the target market for White Claws, people can be further characterized into the Young Achievers group. Or learn more about Ad Age membership levels and benefits here. Press Esc to cancel. current data from the United States and around the Quick Analysis with our professional Research Service: Content Marketing & Information Design for your projects: White Claw, one of the most popular drinks of the summer for millennials, has helped make its creator into a multibillionaire, Bloomberg reported November 8. The Google Trends graph below (fig.1) is telling — the red line shows searches for the search term “hard seltzer” and the blue is searches for the brand topic “SpikedSeltzer.” The two are mostly flat until 2015, and by 2016 they take off. New, Everything you need to know about the industry development, Find studies from all around the internet. New, Figures and insights about the advertising and media world, Industry Outlook You may have heard more about hard seltzer this summer than any summer before — more specifically, White Claw seemed to be all the rage. Unlike traditional fitness or active lifestyle categories, wellness is more than hitting the gym and going hiking or windsurfing on the weekends. It may seem odd to talk about shifting gender norms in an article about the brand success of a mildly alcoholic, lightly flavored, summer party drink, but here we are. It’s a can meant to be Instagrammed, and designed to stand out in photos, even if your phone is (as the kids say) a potato. Feel free to contact us anytime using our contact form or visit our FAQ page. In one 15-second spot, the actor dumps a light beer into a plant; in another, he uses Scotch to polish a chair. Doing so at best limits your success, and at worst consigns you to being left behind. “We just have to stick to what we do. Free shipping on orders of $35+ from Target. 2. But a lot has changed since 1999. In Truly’s latest ad campaign, Keegan-Michael Key directs the brand’s ire elsewhere. There are a couple of lessons to be learned from the success of hard seltzer in general, and White Claw specifically: Jaime is Head of Content Strategy at AdRoll, a division of NextRoll, Inc. She has 12 years' experience in content, social, and partner marketing, spanning from scrappy startups to the global enterprise. As millennials find themselves squeezed by shrinking wages and growing housing and education costs, they have increasingly turned to prioritizing experiences (which are often free or cheap) vs. status symbols (which are not). “White Claw is still growing at triple digits, and so is Truly. It seems like they have at least another built-in year of solid growth,” says David Steinman, senior editor of Craft Brew News. Use is, however, only permitted with internet, telecommunications and consumer electronics Read reviews and buy White Claw Hard Seltzer Variety Pack - 12pk/12 fl oz Cans at Target. Each month, Ad Age creates and shares an exclusive case study with Ad Age Insider subscribers. Selling hard seltzer is less of a direct symbol of conspicuous consumption (like, for example, a Mercedes) and more about selling the idea that, while the drink you’re holding may not be prohibitively expensive, it’s only because you’re more interested in experiences — a certain lifestyle that prioritizes shared moments with friends rather than material goods, provided that those shared moments manage to capture whatever the current zeitgeist may be. White Claw today gets almost 10x the search volume of “SpikedSeltzer” and “hard seltzer” put together.