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
Facebook Parent Meta Loses Bid to Dismiss FTC Antitrust Lawsuit
Meta's request to have a Federal Trade Commission antitrust lawsuit dismissed was rejected by a federal judge. Prosecutors presented enough evidence in their latest filing to go forward with the case accusing the tech giant of operating a social networking monopoly through Facebook, Instagram, and WhatsApp.
How the Small Business Craze of 2021 Will Affect the Labor Market in 2022
Many Americans are quitting their jobs and starting their own small businesses throughout the pandemic. The butterfly effect from the increasing number of small businesses is set to affect the economy in a big way going forward. Cheddar News was joined by Shaundell Newsome, Co-Chair of Small Business for America's Future & Founder of Sumnu Marketing Firm to discuss all this and more.
Massive Gaming Deal as Take-Two Interactive Acquires Zynga
Mario Stefanidis, Vice President of Research at Roundhill Investments, joined Wake Up With Cheddar to break down the implications of the Take-Two deal to purchase Zynga, as the gaming giant looks to become a major player in mobile gaming.
Bitcoin Fell Below $40,000 on Monday Just Months After Hitting an All Time High
Investors were on edge on Monday following bitcoin plummeting below the $40,000 dollar mark, hit its lowest price since September. The world's largest crypto has had months of hot and cold streaks, hitting a record high of $69,000 just months earlier in November. The latest drop now has analysts wondering just what 2022 will have in store for bitcoin and crypto as a whole. Budd White, Chief Product Officer at Tacen explains what’s next for bitcoin and what other cryptos should be on the lookout for.
Load More