Lena Savoie
White Claw and Truly are both hard seltzer brands that have gained immense popularity in recent years. Hard seltzers are alcoholic beverages made by adding alcohol to carbonated water, and they are often flavoured and marketed as low-calorie drinks. White Claw, owned by Mark Anthony Brands, has experienced tremendous growth since its launch in 2016 and has driven the popularity of hard seltzers. Truly, owned by Boston Beer Company, is White Claw's main competitor in the hard seltzer market, with both brands together making up about 85% of total hard seltzer sales. The alcohol base in hard seltzers like White Claw and Truly is typically derived from fermenting sugar or grain, and they are often positioned as gluten-free alternatives with low alcohol content.
| Characteristics | Values |
|---|---|
| Type of Alcohol | Malt beverage made from fermented sugars of gluten-free malted grains |
| ABV | 5% |
| Flavors | 29 flavors, including Pineapple, Peach, Wild Cherry, and Watermelon |
| Manufacturer | Mark Anthony Group of Companies |
| Year Introduced | 2016 |
| Sales in 2019 | 60% of the category market |
| Sales in 2020 | Triple-digit increase |
| Sales in 2023 | Traditional hard seltzer sales down 16.9% compared to 2022 |
| Non-alcoholic Version | Yes, introduced in December 2023 |
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What You'll Learn
- Truly and White Claw are hard seltzers, a type of drink that's become very popular
- Hard seltzers are low-calorie, gender-neutral, and cheap
- The alcohol in hard seltzers is derived from fermenting sugar or grain
- White Claw contains 5% ABV, which is similar to a standard beer
- White Claw has expanded its product line to include vodka
Truly and White Claw are hard seltzers, a type of drink that's become very popular
Truly and White Claw are hard seltzers, a type of drink that has become very popular. Hard seltzers are a relatively new class of alcoholic beverage, with the first brand, SpikedSeltzer, launching in 2013. Since then, hard seltzers have surged in popularity, with major beverage companies launching their own offerings. In 2020, hard seltzer sales were up triple digits, and industry experts predict that this trend is here to stay.
White Claw, owned by Mark Anthony Brands, is the best-selling hard seltzer brand. It was introduced in 2016 and experienced tremendous growth, with sales of White Claw growing by 275% in 2019. The drink is made from a blend of seltzer water, a gluten-free malted alcohol base, and fruit flavour. The alcohol base is composed of fermented sugars or grains, resulting in an alcoholic beverage that is not exactly classified as beer or spirit, creating a new category of drinks.
Truly, owned by Boston Beer Company, is another leading hard seltzer brand. It was launched in 2016 and has since expanded its offerings to include a hard seltzer iced tea line and Truly Flavoured Vodka. Together, White Claw and Truly make up about 85% of total hard seltzer sales.
Hard seltzers are often marketed as low-calorie, gender-neutral canned cocktails that are easy to drink and perfect for the beach. They are also gluten-free, making them accessible to those with gluten sensitivities. However, it is important to note that the high drinkability and masked alcohol content of hard seltzers can lead to consuming more than intended, resulting in a more severe hangover.
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Hard seltzers are low-calorie, gender-neutral, and cheap
Hard seltzers, like Truly and White Claw, are a type of alcoholic drink that is low in calories and carbs. They are made with brewed cane sugar or malted barley, and sometimes fruit juice, and have an alcohol content of around 5%. This is similar to the alcohol content of beer, which typically ranges from 4% to 7%. Hard seltzers are often marketed as a healthy alternative to other alcoholic drinks because of their lower calorie content. However, despite having fewer calories than many beers, wines, and cocktails, hard seltzers are not considered healthy by dietitians and nutritionists due to their added sugar content and the ease with which they can be consumed, which can lead to excessive drinking.
One of the reasons for the popularity of hard seltzers is their gender-neutral appeal. Unlike many other alcoholic beverages, whose advertising often targets a specific gender, hard seltzer companies have made a point of using gender-neutral advertising to reach a wider audience. This strategy has contributed to the drink's surge in popularity, with sales of White Claw and other hard seltzer brands rising sharply after a viral YouTube video in 2019. The typical hard seltzer drinker is a Caucasian between the ages of 21 and 44.
Hard seltzers are also relatively cheap, with a 12-pack of 12-ounce cans typically costing around the same as a 6-pack of craft beer. This affordability, combined with their low-calorie content and gender-neutral appeal, has made hard seltzers a popular choice for consumers looking for a convenient, easy-to-drink alcoholic beverage.
While hard seltzers have been praised for their portability and novelty, they are not known for their taste. However, their inoffensive flavour and ease of drinking have made them a go-to choice for many, especially in social settings like the beach. The rise of hard seltzers can also be attributed to the broader surge in popularity of non-alcoholic flavoured seltzers, such as LaCroix and Spindrift, as well as the desire for less alcoholic and less caloric options compared to beer.
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The alcohol in hard seltzers is derived from fermenting sugar or grain
White Claw and Truly are two of the leading brands of hard seltzer, a type of alcoholic beverage that has surged in popularity in recent years. Hard seltzers are typically sold in cans and are often flavoured, making them an easy and accessible drink for consumers.
Hard seltzers are classified as flavoured malt beverages (FMBs), meaning their alcohol content is derived from fermenting sugar or grain. This is in contrast to other alcoholic drinks like vodka, which is a neutral spirit. The alcohol base of hard seltzers is made from a blend of seltzer water, a gluten-free malted alcohol base, and fruit flavour. The malted alcohol base is composed of 51% sugar, smaller amounts of yeast and nutrients, water, and trace amounts of malted gluten-free grains.
The process of fermenting sugar or grain to produce alcohol is a common practice in beverage production. In the case of hard seltzers, this results in a drink that is typically lower in alcohol content compared to other beverages. For example, a standard White Claw hard seltzer contains 5% ABV, which is similar to a 12-ounce can of beer.
The exact recipes and methods used to produce hard seltzers are often trade secrets, so there may be variations in the production process between brands like White Claw and Truly. However, the fundamental principle of deriving the alcohol content from fermented sugar or grain remains consistent across hard seltzer products.
The popularity of hard seltzers has led to the creation of new categories of drinks, separate from traditional beer or spirit classifications. This reflects the unique characteristics and production methods of hard seltzers, which have captured the interest of drinkers looking for alternative alcoholic beverages.
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White Claw contains 5% ABV, which is similar to a standard beer
White Claw is a hard seltzer beverage, which is a type of drink that combines seltzer water with alcohol and a hint of fruit flavour. It is manufactured by the Mark Anthony Group and was introduced in 2016. White Claw experienced tremendous growth after its launch and quickly became the most popular hard seltzer brand.
White Claw contains 5% ABV, which is similar to a standard 12-ounce can of beer. The alcohol content in White Claw is derived from fermenting sugar or grain, which falls under the Flavoured Malt Beverage (FMB) category. This is different from traditional spirits like vodka, which are not used in the production of White Claw.
The 5% ABV in White Claw is lower than the alcohol content typically found in a glass of white wine. While individual tolerance varies, most people start to feel the effects of White Claw after consuming multiple cans within a short time span. The fruity flavours and fizzy texture of White Claw can make it easier to consume more than intended, potentially leading to a more intense hangover the next day.
White Claw's hard seltzers have contributed to the popularity of this new category of drinks, offering a gluten-free and low-calorie alternative to traditional alcoholic beverages. The success of White Claw has led to the launch of new products, including a line of vodka and vodka soda canned cocktails in 2023.
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White Claw has expanded its product line to include vodka
White Claw, the alcoholic seltzer water beverage, has expanded its product line to include vodka. The brand, which was introduced in 2016, has become synonymous with the hard seltzer category, which has seen skyrocketing popularity.
White Claw vodka is the world's first Triple Wave Filtered® vodka. It is filtered three times using the pressure equal to a 30-foot wave, resulting in a smoother finish. The vodka is available in a variety of flavours, including Black Cherry, Mango, and Pineapple, as well as an unflavoured Premium Vodka option.
The expansion into vodka is a strategic move by White Claw to diversify its product offerings and tap into a new market. Vodka is a popular spirit that can be enjoyed in a variety of ways, from cocktails to shots. By introducing vodka to its lineup, White Claw is providing consumers with more options and the opportunity to enjoy their favourite brand in a new way.
The decision to launch vodka also aligns with White Claw's focus on innovation and meeting consumer demands. The brand has experienced tremendous growth, with its parent company, Mark Anthony Brands, reporting significant revenue from the White Claw business. By expanding its product line, White Claw can continue to build on its success and maintain its position as a leading beverage brand.
The launch of White Claw vodka is a testament to the brand's commitment to delivering unique and innovative alcoholic beverages. With its smooth finish and variety of flavour options, White Claw vodka offers a superior tasting experience. Whether enjoyed on its own or as part of a cocktail, White Claw vodka is sure to be a hit with consumers looking for a new and exciting drinking experience.
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Frequently asked questions
Truly is a hard seltzer produced by Boston Beer Company, the maker of Samuel Adams. It falls into the Flavored Malt Beverage (FMB) category, meaning its alcohol content is derived from fermenting sugar or grain.
White Claw is a hard seltzer manufactured by Mark Anthony Group. It is made from a blend of seltzer water, a gluten-free malted alcohol base, and fruit flavor. It falls into the Flavored Malt Beverage (FMB) category, meaning its alcohol content is derived from fermenting sugar or grain.
The alcohol content of Truly is not specified, but it is described as having a higher kick than hard seltzers. Truly also released a line of flavored vodka in 2022.
The typical White Claw contains 5% ABV, which is approximately the same amount as a standard 12-ounce can of beer. In April 2021, White Claw unveiled White Claw Surge, which has an ABV of 8%. White Claw also released a line of vodka in 2023.
