Lion has already launched its own brand of seltzers Quincy last year, but is now branching out with a partnership with the owners of the White Claw brand.
Hard seltzers have been a growing trend in recent months after a number of both independent and major brewers including Lion competitor CUB launched their own and integrated them into with their core ranges.
Articles published under the media release byline are news produced by the relevant business and remain unedited by Brews News. This media release was circulated by Lion.
Lion Australia today announced it has entered a partnership with Mark Anthony Brands International, the makers of White Claw Hard Seltzer, North America’s most successful new alcohol brand in a generation, to import, market and exclusively distribute the beverage in Australia.
The new agreement between Mark Anthony Brands International and Lion will give Australians their first taste of White Claw Hard Seltzer from October of this year.
Launched in 2016, the name White Claw takes its inspiration from the legend of the white claw wave—when three perfect crests come together to create a moment of pure refreshment. In the U.S. the brand dominates the seltzer category with close to 60% market share, almost three times the size of its nearest competitor and in the process has become something of a cultural phenomenon, with passionate consumers in their millions championing the brand online.
The deal marks a significant step forward in the seltzer category for Lion in Australia. Initially Lion will import and distribute three leading variants – White Claw Mango, White Claw Natural Lime, and White Claw Ruby Grapefruit, with more to come.
Davin Nugent, CEO of Mark Anthony Brands International said: “We are thrilled to be working with Lion and excited to take the first steps with them into the emerging seltzer category in Australia. Lion has an outstanding track record of nurturing international brands to success in Australia and we look forward to working with them to introduce local consumers to White Claw Hard Seltzer.
“Making the decision to come here was an easy one, as consumers familiar with the brand in America have made sure to have their voices heard on our social media channels, demanding we bring White Claw to Aussie shores.”
James Brindley, Managing Director of Lion Australia said he was looking forward to seeing Australia’s response to the seltzer that has taken North America by storm.
“The popularity of White Claw cannot be disputed. Despite the fact the product has not actually been available in Australia up until now, it has well and truly earned its place in popular culture and is the market leader globally in this exciting new category. It is the most sought-after beverage brand in the world right now,” Brindley said.
“It is a natural fit for our growing portfolio of adult beverages beyond our core beer range – and taps into a number of consumer trends around lower calorie and lower sugar products. We believe the seltzer category represents a significant growth opportunity for Lion over the coming years and we are looking forward to bringing the biggest seltzer brand in the world to Australia.”