4 October, 2021

White Claw® Watermelon Crashes Onto Aussie Shores

They say time flies when you’re having fun. One year on, five flavours and 7.8 million cans later, White Claw® are proud to be Australia’s #1 selling hard seltzer¹.

The OG hard seltzer, recently named #1 RTD in the world², White Claw® sells 60 million cases annually, is outselling the likes of Bud & Corona in the US³, and with 46 billion social impressions, its cult status continues to take the world by storm.

A $50 million-plus category in Australia, hard seltzers are already worth 10 per cent of the light RTD category⁴, with a strong growth trajectory as new flavours and formats continue to disrupt the market, led by White Claw®. This summer, White Claw® is your open invitation to escape to moments of pure enjoyment with mates, whatever that means for you.

When the question is ‘should we?’, the answer will always be ‘Let’s White Claw®’.

Watermelon crashes onto Aussie shores

Australia asked, we delivered. Introducing this summer’s freshest flavour — White Claw® Watermelon.

In a long-awaited release that’s 100% worth the hype, White Claw® Watermelon tastes just like summer, and delivers a wave of pure refreshment like you’ve never tasted before.

Made with sparkling water, tripledistilled spirit and a hint of natural watermelon flavour, White Claw® Watermelon invites you to grab your crew and dive into that refreshing summer feeling.

Available 5 October at Dan Murphy’s and BWS, and from November at all good bottle shops and coastal bars around Australia. RRP: $22 for a four-pack

When Watermelon meets the OG crew

What’s better than one White Claw? Ten White Claws. In four different flavours*.

Introducing the White Claw® Variety Pack, featuring all your OG favourites: Mango, Natural Lime and Ruby Grapefruit, along with the highly-anticipated NEW White Claw® Watermelon.

Dominating more than 50 per cent share of White Claw sales in the US, this new sharable 10-pack is set to make waves in Australia.

Made for mates, the new Variety 10-Pack is perfect for all summer occasions. Think sunset sessions, weekend adventures and backyard bonfires – those moments where it just doesn’t get any better than this.

Available at all good bottle shops from October 11, the convenient Variety Pack is the ultimate shared refreshment and addition to your upcoming outdoor gatherings. RRP: $50

*10-pack includes: 4 x Mango, 2 x Natural Lime, 2 x Ruby Grapefruit, 2 x Watermelon

Let’s talk success

Kickstarting the hard seltzer phenomenon and making waves across the globe, 12 months in Australia has seen White Claw® settle into the top spot on our local shores.

After sell out success at launch last year, momentum has continued through 2021 with the successful limited release of Black Cherry in April and the core flavours remaining popular year-round.

With 30.9 per cent volume share of the hard seltzer market for the last quarter⁵, White Claw’s market leadership can be attributed to superior taste, genderless appeal and innovative tactics that continually seek fresh ways to connect with the modern drinker.

White Claw® Mango accounts for 38 per cent of all White Claw® sold since launching in Australia, and with equal flavour appeal locally in Watermelon2, that 7.8 million can count is set to soar.

Let’s White Claw®

White Claw® hard seltzer is your open invitation to escape to pure enjoyment, whatever that means for you this summer.

Grab your mates and get involved! @WhiteClawAU #LetsWhiteClaw

¹ Volume share IRI to August 2021
² The Spirits Business, July 2021
³ IRI Data – 52wks ending May 2nd 2021 – Total US MULC + Liquor.
⁴ IRI Data – Quarter to August 1st 2021
⁵ IRI MAT to 1/8/21, QTR to 1/8/21


For further information please contact:
Hannah Evans | hannahevans@liquidideas.com.au | 0424 083 499
Jessica Nutt | jessicanutt@liquidideas.com.au | 0450 933 491