But the wait is finally over for fans who are craving something new. White Claw is adding three new flavors: lemon, watermelon and tangerine.
Beginning Thursday, the new White Claw flavors will be sold individually and in a new 12-can variety pack. Mark Anthony Brands, its producer, said the brand’s first variety pack of original flavors has helped it become America’s top-selling hard seltzer brand because customers want to try all of the flavors.
Variety packs play an important role for hard seltzers because they are the top-selling flavor packs for nearly every brand and account for 63% of total hard seltzer sales, according to Danelle Kosmal, vice president of Nielsen’s Beverage Alcohol Practice Area.
White Claw tapped into its internet fandom and chose the three new flavors based on more than 70,000 requests from social media. The new additions bring its portfolio to eight flavors. Black cherry, mango and ruby grapefruit are its top-selling flavors, White Claw said.
Kosmal said that White Claw’s new flavors are the top-selling flavors for non-alcoholic seltzers, which usually foreshadows what the bestselling alcoholic flavors will be. She expects White Claw’s new flavors will “do well within a category like hard seltzers.”
White Claw controls roughly 60% of the hard seltzer category, according to Nielsen, but competition is tightening.
Spiked seltzer is particularly popular with Caucasians between the ages of 21 and 44 years from affluent neighborhoods, according to Nielsen. It’s also one of the few alcoholic drinks that attracts both genders equally.