With younger generations being more conscious about their health and an overall cutback in consumer spending, the demand for alcoholic beverages is not what it used to be.
Over the last few years, the demand has decreased tremendously, causing declining sales for companies that have built empires thanks to this addictive habit.
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Alcohol brands with heftier price tags are suffering the most from this slump, with the $100+ spirits category dropping 8.5% in 2024, as reported in a study by the National Restaurant Association.
Related: CEO of popular beer brand spots concerning consumer trend
The canned cocktail and seltzers market is still going strong, though, as 89% of consumers prefer ready-to-drink beverages because of their convenient packaging and relatively affordable price. Companies have shifted more toward canned versions of cocktail drinks, leading this category to double in value by 2029, according to the same study.
White Claw Hard Seltzer launches its new ClawTails.
Image source: White Claw
The secret business strategy behind White Claw’s success is revealed
White Claw was created in 2016 but didn’t gain popularity until three years later, when it underwent a 360-degree rebranding to target a younger audience of health-conscious drinkers. This change in branding resonated with Millennials and Gen-Z consumers, gathering a massive loyal audience that took the beverage market by storm.
Although the pandemic was a devastating time for most businesses, the alcohol industry saw one of the biggest booms in history, as many people took up drinking to pass the time while forced to remain at their homes.
Related: King of Beers wants to become king of vodka teas
Increased sales and White Claw’s savvy use of social media marketing are some of the factors that helped this company become one of the leading hard seltzer brands worldwide.
This is similar to what many nonalcoholic beverage companies have done recently to gain market share, now that the alcohol industry is suffering ongoing sales declines.
Newer brands like Olipop and Poppi have grown to astronomical numbers in a matter of a few years, something even the most veteran competitors couldn’t achieve after decades of existence.
White Claw launches new canned cocktail beverages
To expand its portfolio and revive the alcohol industry, the seltzer brand White Claw is launching ClawTails, a line of fruity canned cocktails with a sparkling White Claw twist to set them apart from the rest. The cocktails are packaged in convenient cans to enjoy on the go.
Although no alcoholic beverage is truly healthy, White Claw eliminates the typical unnecessary ingredients of sugary cocktails for a more guilt-free, low-calorie beverage. ClawTails contain real juice and 7% alcohol by volume, with no artificial sweeteners.
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These new canned cocktails come in four flavors that resemble classic cocktails: Strawberry Cosmo, Mango Margarita, Blackberry Mojito, and Tropical Mai Tai.
ClawTails can be found at retailers such as Target and Walmart. They are available in 12-ounce cans in 12-pack variety packs and 19.2-ounce single cans in the Strawberry Cosmo and Mango Margarita flavors only, according to the press release.
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