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. White Claw didn’t invent the hard seltzer. Directly accessible data for 170 industries from 50 countries The even bigger story of brand success is one of discarding tradition and embracing changing social norms. sports and entertainment.

Jaime loves crafting content that actually gets used by customers and goes to bed dreaming about how content can change the world. In 2019, the hard seltzer market grew more than 200% to about $1.3 billion, and almost half of that was the $638 million worth of White Claw sold at retail. Each month, Ad Age creates and shares an exclusive case study with Ad Age Insider subscribers. Figure 2 — “LaCroix sparkling water” search topic. 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. For better or worse, a significant chunk of the story of marketing in 2019 will be remembered as the summer of White Claw. Wellness has become a goal in and of itself, as well as an excuse to splurge a little. In fact, a case of White Claw costs just a little more than a case of domestic light beer, but still far less than a case of premium IPA. 2. 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. proper attribution to Statista. Already an Insider? 1 chart above because it throws the scale completely off — see fig. please visit our agency website, Your contact to the Infographics Newsroom, Find your information in our database containing over 20,000 reports, Tools and Tutorials explained in our Media Centre, Alcohol Sales Rise as Americans Brace for Lockdown. Yet White Claw stands alone as the definitive winner of the seltzer wars. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. New, Everything you need to know about the industry development, Find studies from all around the internet. Type above and press Enter to search. As an outgrowth of the #wellness movement, the rise of seltzer water and the fall of soda was the precursor to the hard seltzer industry taking off. Pull up a picture of the leading hard seltzer bottles — the one in the previously linked Vox article is a good one.
White Claw was able to get to the top because it was for everybody, and it was for nobody. Products like hard seltzer were in a perfect position to jump on this trend — every product in this category touts low calories (most around 100, the same as a light beer), no added sugars besides those involved in making the alcohol, no gluten, and no sodium. on two sectors: "Media and Technology", updated

White Claw is America's top-selling hard seltzer, but industry analysts expect rival spiked seltzer brands will soon chip away at its dominance. Figure 3 — Blue: “SpikedSeltzer” brand topic; red: “hard seltzer” search term; yellow: “White Claw”.

Over the same 52-week period ending October 6, 2019, White Claw earned $627.2 million. White Claw, and other hard seltzers, hit a lot of the notes of an aspirational brand, but at a much more affordable price point than most aspirational products. Research, storytelling, infographics & presentation design on any topic in your corporate design. world relating to economic and political issues as well as Creator Anthony von Mandl, who also founded Mike’s Hard Lemonade, might have a passion for wine and vineyards, but it’s “hard seltzer” that made him a fortune.

There are a lot of other things that White Claw’s marketing team does very well, but this is a critical point that I think not enough people are making: Modern product design has to be about “Will my product show up clearly and be immediately recognizable in the background of an Instagram photo?”. Mike’s Hard Lemonade was a response to Zima and the rise of the wine cooler in the late 90’s and early 2000’s. Hard seltzer has embraced this idea, aligning itself with the idea of doing affluent things (boating, festivals, bonfires on the beach, hiking the Appalachian Trail with friends) without needing to be expensive itself. An avid tennis player and Champagne Martini enthusiast, Jaime spends most of her spare time being the #1 dog mom to her chiweenie. Analysts predict that the market will quintuple in size, to $2.5 billion, by 2021. 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. Being first isn’t the most important part of being successful — being committed is.
A lot can happen during the next six months.”. Ad Age Studio 30 examines the phenomenon in its latest case study. Press Esc to cancel. By the end of the summer of 2019, hard seltzer (mostly White Claw) controlled more market share than essentially all US craft breweries put together. 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. Update, Insights into the world's most important technology markets, Advertising & Media Outlook Spirits weren’t doing too much better. That honor goes to SpikedSeltzer (which recently rebranded as Bon & Viv), now part of Anheuser-Busch. From both a cultural and marketing standpoint, White Claw was seemingly everywhere last summer: lighting up social media with memes and a viral video from comedian Trevor Wallace and generating breathless headlines about product shortages—all while attracting scores of new competitors and setting the stage for an all-out brawl in the category.

When MAB was fighting to make Mike’s a market leader, it involved large television spend and a strong focus on making Mike’s appear manly enough for a manly man to order at a sports bar. How can a relatively affordable product, that is universally acknowledged as being relatively affordable, still be an aspirational brand? Free shipping on orders of $35+ from Target. So what did they do right that allowed them to climb to the top so quickly and completely? White Claw is hardly the only hard seltzer brand on the market, and the forces that helped shape its success were no different for the competing hard seltzer companies. “There’s still a pretty low level of awareness of hard seltzers, and advertising is picking up. Case study: Forget “hot girl summer”—the real pop-culture phenomenon was how hard seltzer became a thing, The top 5 most creative brand ideas you need to know about right now, NFL Playbook: Tracking how brands are marketing around an uncertain season, Why Honda is debuting its new Civic on Twitch, Zero shades of Grey, and Dentsu Mcgarrybowen sheds execs: Thursday Wake-Up Call, Watch live at 11 a.m. EST: Nascar CMO on its celebrity ad approach and diversity efforts, What Facebook needs in its next CMO—and it's not a savior who will change everything, How to plan ads for an uncertain Super Bowl: just assume it’s happening, Influencer marketing bounces back strong as pandemic lingers, Burberry debuts a mesmerizing, modern take on 'Singin' in the Rain', WPP retires legacy Grey creative brand, merging it with AKQA, The show must go on in Amazon's Christmas ad about a ballerina's thwarted dreams, How King Arthur Baking is preparing for the holidays after its pandemic rise, Dentsu McGarrybowen rocked by restructuring, Election 2020: It's the end of the world as we know it (and we'll be fine), - Read additional free articles each month, - Comment on articles and featured creative work, - Get our curated newsletters delivered to your inbox.