White Claw enters nonalcoholic category with zero-proof beverage

By: Trademagazin editor Date: 2023. 12. 07. 09:31

The leading brand in the hard seltzer space is capitalizing on the growing number of Gen Z consumers abstaining from alcohol with electrolyte-infused booze-free drinks in four flavors.

White Claw is expanding its portfolio with a line of nonalcoholic beverages, White Claw 0% Alcohol. The brand said it prioritized making a drink with “all the taste and complexity you expect in an alcoholic beverage, made non-alcoholic from the start.”

The seltzers, which will be available on select shelves in January 2024, come in four flavors: Black Cherry Cranberry, Lime Yuzu, Peach Orange Blossom and Mango Passion Fruit. The drinks also contain electrolytes for hydration.

As the number of young people moderating or abstaining from alcohol continues to grow, leading brands in the booze space are jockeying for a piece of the low- and no-alcohol category.

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