CHICAGO — White Claw, a Mark Anthony Brands Inc. company, is entering the non-alcoholic beverage segment with the launch of White Claw 0% Alcohol.
The product’s alcohol-free formulation combines seltzer and existing White Claw flavors with secondary alcohol beverage notes and electrolytes. White Claw developed the beverage in response to the growing number of Gen Z, millennials and alcohol drinkers that are interested in trying “sober curious” and “damp” lifestyles, according to the company.
“The industry is ripe for disruption as demand for flavorful, 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,” said Phil Rosse, president, Mark Anthony Brands Inc. “Our newest breakthrough completely reimagines the idea of drinking by delivering the first ever elevated non-alcoholic choice with the complex taste and feel of a real drink.”
Launching in varieties like black cherry cranberry, mango passion fruit, peach orange blossom and lime Yuzu, each 12-0z can contains 15 calories and 2 grams of sugar. The beverages are slated to begin rolling out to retailers across the United States on Jan. 1, 2024.
“White Claw 0% Alcohol is made non-alcoholic from the start, so it’s not a lesser version of anything, it’s more,” Mr. Rosse said. “The result is a bold, refreshing choice that tastes like no other adult drink available. White Claw 0% Alcohol is a drink for all drinkers, that empowers you to say ‘yes’ to more adult drinking occasions.”
