The Taste of College: White Claw



(Image courtesy of White Claw)


White Claw is tastes like college. Its transport the over twenty-one year old drinker back to a time of limited responsibility and fun. Although I am not a big drinker, I love a Black Cherry White Claw. I had the opportunity to speak with John M., a White Claw spokesperson, about what makes White Claw an iconic drink.



(Image courtesy of White Claw)


1. What makes White Claw different from other alcoholic beverages?

It is a brand like none other because of the way it became popular. The people who tried it became fans and it is now a cultural phenomenon. Not many brands – or alcohol brands – can say that they were built this way.



(Video courtesy of White Claw)


2. How does White Claw create new flavors?

There are many ways this to do this! My favorite is through the fans. You can do social listening to see what flavors fans want and then see what’s possible from a manufacturing perspective.



(Image courtesy of https://beveragedynamics.com/2021/03/16/white-claw-hard-seltzer-iced-tea/ )


3. Why do you think White Claw has such a popular following among Millenials and Early Gen Z?

People enjoyed the product and then it took on a life of it’s own on social media – where many Millennials and Gen Z folks consume content.



(Image courtesy of https://www.beveragedaily.com/Article/2020/05/15/White-Claw-Hard-Seltzer-to-launch-in-the-UK )


4. What is the future of the company?

We cannot disclosure specifics, but the brand recently launched White Claw Hard Seltzer Surge, a new 8 percent ABV product in a 16oz can featuring two flavors – Blood Orange and Cranberry. This shows how the brand is working to think differently, be innovative with its products and focus on the fans. New flavors also came out in April, featuring blackberry, strawberry and pineapple in the new White Claw Hard Seltzer Flavor Pack No. 3, along with fan-favorite mango.



(Logo courtesy of White Claw)



Me on my first day of graduate school

Rachel Huss

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