White Claw Enters Non-Alcoholic Beverage Market

White Claw Enters Non-Alcoholic Beverage Market

White Claw 0% Alcohol seltzers come in black cherry cranberry, mango passionfruit, peach orange blossom and lime yuzu. Photo courtesy of White Claw.

White Claw is entering the non-alcoholic beverage space with its latest innovation, the White Claw 0% Alcohol seltzers. Offering a new twist on traditional flavors, these drinks come in black cherry cranberry, mango passionfruit, peach orange blossom and lime yuzu. Designed to mirror the taste of the original White Claw Hard Seltzers, these 12-ounce beverages contain only 15 calories per can and are infused with electrolytes for added hydration benefits.

Scheduled to be available at Kroger, Total Wine & More and Albertsons/Safeway, as well as its online stores starting January 1, 2024, White Claw 0% Alcohol seltzers will be arriving just in time for “Dry January.” This launch is a strategic move to cater to those who choose to abstain from alcohol as they welcome the New Year.

The introduction of White Claw’s new beverage category is the culmination of extensive research aimed at creating the first truly authentic-tasting non-alcoholic drink. According to the company, the new product reflects the company’s innovative spirit.

Related: Alcohol Free Beverages on the Rise Ahead of Holiday Season

Will White Claw 0% Alcohol Disrupt the Alcohol Industry?

“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 of Mark Anthony Brands Inc., in a press release. “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 that only White Claw can deliver.”

The company recognized the increasing consumer demand for non-alcoholic options. A recent survey performed by White Claw revealed that around 80 percent of millennials and Gen Z alcohol drinkers are exploring a “sober-curious” or “damp” lifestyle. Furthermore, 63 percent of consumers feel societal pressure to consume alcohol in social settings.

White Claw asserted that its 0% alcohol product is unique in the market, offering a premium, complex taste that stands out among non-alcoholic drinks. The company acknowledged the challenge of replicating the distinct taste and complexity of alcoholic beverages, a feat it claims to have achieved with its new offering.

White Claw 0% alcohol seltzers are versatile, fitting seamlessly into various social scenarios like business lunches or nights out with friends. The company emphasized that these beverages provide a low-calorie, hydrating option that doesn’t alienate non-drinkers in social settings.

White Claw’s survey also found that a majority of consumers feel more confident in social scenarios where they choose not to drink alcohol. Moreover, about three-quarters agree that non-alcoholic drinks facilitate more inclusive social gatherings, and 67 percent believe that 0% alcohol options help balance physical health with social life.

Other Non-Alcoholic Offerings 

While White Claw is one of, if not the only alcohol brands to offer a non-alcoholic version of its seltzers, several other alcoholic beverage companies have ventured into the non-alcoholic beverage space in recent years. Here are some key players in this growing market:

1. Athletic Brewing Company

This Connecticut-based brewery has seen significant growth in the non-alcoholic craft beer segment, capturing nearly half of the US market in this category. Athletic Brewing specializes in non-alcoholic beers and has received substantial investment, indicating a strong interest in this market segment​​.

2. Anheuser-Busch InBev

Known for its extensive range of alcoholic beverages, Anheuser-Busch InBev has set a goal for low- or no-alcohol beer products to make up at least 20 percent of its global beer volume by 2025. The company has invested in expanding its non-alcoholic beer portfolio, including producing Corona Cero, a non-alcoholic version of its classic Mexican lager​​.

3. Diageo plc

The owner of Guinness, Diageo has invested in a new facility for its non-alcoholic stout, Guinness 0.0. This investment is a response to growing consumer demand for non-alcoholic options and is expected to significantly increase production capacity​​.

4. Heineken

This brand has introduced Heineken 0.0, a non-alcoholic lager that aims to replicate the taste of its traditional beer. This product is part of a broader trend of traditional beer companies exploring non-alcoholic options​​.

5. Brooklyn Brewery

With a significant presence in Europe, Brooklyn Brewery has entered the non-alcoholic beer market, focusing on products like non-alcoholic lagers and experimenting with non-alcoholic IPAs​​.

These companies, along with White Claw, represent a broader trend in the beverage industry where traditional alcohol producers are diversifying their portfolios to include non-alcoholic options.