Call me old fashioned, but I just like me an ice cold beer every now and then.
Well I read today that this hard seltzer phenomenon is no joke . . . and the top brand is White Claw. But apparently, even THEY didn’t think it would get to be THIS popular. Because according to reports, there’s now a nationwide White Claw shortage. And a spokesperson said, quote, “We are working around the clock to increase supply given the rapid growth in customer demand.” White Claw is made by Mark Anthony Brands, which is the company behind Mike’s Hard Lemonade. They launched it in 2016, but it really blew up this year. White Claw sales were up 283% this July compared to last year, to over $327 million. And even though there are LOTS of competitors now, White Claw accounts for 61% of the hard seltzer market.
Locally I asked around to some people in the industry. Sandra Knight, manager of Super One Liquor in Baxter said “I wouldn’t call it a shortage yet, but I will say it flies off the shelves as quick as we put it on” I also talked to Shep from Shep’s On 6th in downtown Brainerd and he said “We go through a ton of it, and what’s amazing is, as a bartender when you ask what flavor? The response is…doesn’t matter …crazy”
And it seems to be especially popular in the Midwest. A study looked at which states were talking about White Claw the most this summer, and most of them are in the middle of the country. The top 10 are: Ohio . . . Missouri . . . Tennessee . . . Iowa . . . West Virginia . . . Delaware . . . Kentucky . . . Illinois . . . Wisconsin . . . and Indiana.