The weather is breaking in parts of the U.S., and people are anxious to get outside and meet up. White Claw Hard Seltzer is hoping to capitalize as friends begin to mingle after a year of pandemic lockdowns.

The boozy beverage brand is introducing White Claw Surge, available in blood orange and cranberry flavors, which takes summer sipping to a new level with its 8 percent alcohol content, a 3 percent jump from existing products. John Shea, chief marketing officer at White Claw Hard Seltzer, said the brand was inspired by its consumer base to create the new line of beverages.

"We've got the biggest fanbase, extremely passionate. We don't have to look too far when we're looking for new inspiration on new products," Shea told Cheddar. "They're vocal about it and we've got kind of built-in consumer research just by following social media, so that's where we take our lead."

The brand is also rolling out a line of alcoholic iced teas that will be available in lemon, raspberry, peach, and mango. Those teas, however, will retain the typical 5 percent alcohol content.

With demand for hard seltzer on the rise in the U.S. Shea said the company has already taken steps to make sure there is enough product heading to store shelves by building two "breweries." He said the factories will help the brand remain the leader in the hard seltzer category.

"There's been a big wave into the hard seltzer market. Last year at this time we had about six competitors. Now there's about 170. White Claw's bigger than all of them combined. So our fans have really gotten behind the product and are looking for new innovation, and that's what we're bringing to them," he said.

Shea said the company plans to maintain its position at the top of the hard seltzer category by continuing to listen to its consumers and elevating its offerings with quality products.

"It really starts with the liquid, an amazing, refreshing liquid, and then for White Claw, it's just about pure uncomplicated fun. It's a simple product, light flavors, really refreshing," he noted.

Share:
More In Business
Miga Health Raises $12 Million to Combat Heart Disease
Dr. Jarrad Aguirre, Co-Founder and CEO of Miga Health, joins Cheddar News' Closing Bell, where he says his company is looking to establish the future of heart health and points to how 80% of premature heart attacks and strokes are preventable.
Walmart and DroneUp Partner to Deliver Packages by Air to 4 Million Households
DroneUp is partnering with Walmart in a program to expand its drone delivery service to reach 4 million households. CEO Tom Walker joined Cheddar News to discuss the state of drone delivery regulations and the acceptance of the service so far. "I think they're going into this, there was obviously, and appropriately, some concerns of noise and, and the drones flying over, and the safety, and would it become an annoyance. And then on the retail side, would the customers really adopt this and embrace it as a new method for delivery," he said. "So we've seen really significant and positive embrace of this new delivery model."
Joe Sanberg's Efforts to Increase Minimum Wage in California
The average city in California has a 38% higher cost of living than the average American city, according to a cost of living index. For many, the general minimum wage of $15/hour just doesn't cut it. Anti-poverty activist Joe Sanberg wants to get the minimum wage changed to $18/hour. He joins Cheddar News to discuss the Living Wage Act of 2022.
Jill Zarin and Ally Shapiro Talk New Crystal Manifestation Candles, 'Ultimate Girls Trip'
Coming off of their face masks endeavor, Jill Zarin of "The Real Housewives of New York City," and her daughter Ally Shapiro, CMO of JIll & Ally, join Cheddar News to discuss their latest product: crystal manifestation candles. "We have tigers eye, we have amethyst, we have lapis, and alone those could be almost the price of the candle," said Zarin. "We were really able to do it in an affordable way, and if you don't know how to manifest or what that even means, we do it for you on the candle." Zarin also dished on the new season of "Real Housewives Ultimate Girls Trip."
Load More