Is the craft-beer party over?
Explosive growth of White Claws is threatening the craft-beer market.
Explosive growth of White Claws is threatening the craft-beer market.
Beer demand in the world’s largest market is collapsing. Young consumers are becoming health conscious, and treating beer like the fruit juice. It’s giving rise to a new product category.
White Claws kickstarted the hard seltzer craze. It commands 85% of the market share. The next big market player is Boston Beer’s Truly. Hard Seltzer is changing the way people drink alcohol. It’s the future.
Anthony von Mandl started by selling wines. But, he tasted success, when he launched White Claws. “25% of guys didn’t particularly want to drink beer, but couldn’t be seen holding anything else in their hand,” von Mandl said in a 2006 interview. It was beer-like enough that you could bring it to a barbecue without feeling out of place.
Adult drink beverage market is also undergoing the same change as the energy drink market. People want to move towards lower calories. India will also see similar products.