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Too much of a good thing is causing a nationwide shortage. Hard seltzer brand White Claw is facing a shortage due to its sudden popularity. People nationwide are scrambling to find the low calorie, bubbly drink.
Many blame millennials for the panic over the sudden rise and fall of the drink. With its lower calories and less sugar, White Claw is trying to dethrone beer and hard liquor as number one for millennials. The drink has lower calories and lower amount of sugar as many other alcoholic beverages. Many that love the beverage are expressing their anger on social media.
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Though the younger generation seems to be taking their anger to social media, liquor store owners say they have people of all genders and ages coming in to buy it. It doesn’t have a specific niche market as people reach for it because they think it tastes good and is healthier than other alcoholic beverages.
Stores are scrambling to keep up with the supply and demand of the drink. Some liquor stores report they go through 100 cases in a weekend of White Claw. The seltzer drink isn’t brand new, but it did take a few years to reach this high level of popularity. The beverage favorite was launched by Mike’s Hard Lemonade maker Mark Anthony Brands in 2016. With 100 calories per can, it quickly became a fan favorite for those trying to watch their calories. Sales in July of 2019 were $327.7 million.
The popularity of seltzers seems to be spreading as other makers jump into the competition. Truly and Bon & Viv are two other that have thrown their hat into the seltzer ring. Though there are other contenders in this hard seltzer world, White Claw’s viral success keeps it at the top for now.
Senior Vice President at White Claw, Sanjiv Gajiwala, says they are working around the clock to increase the supply. The rapid growth in consumer demand lead to the shortage. The drink offers many different flavors. Some of these are: Black Cherry, Ruby Grapefruit, Natural Lime, Pomegranate, and Raspberry. It’s all made with gluten free alcohol, seltzer water and fruit. One thing that surprises many is the alcohol content is at 5%. The calories are 100 and each has two grams of sugar.
Drink trends come and go, but America is seeing a shift from light beer to seltzers. White Claw fans may just have to wait a little bit longer as distributors rush to stock their shelves. Only time will tell if this fad will turn into a permanent shift of alcoholic favorites.
