You may think I’m the type of guy who would poke fun of the concept of “Non-Alcoholic Hard Seltzer”, like 0% ABV White Claw which was recently announced, and you might be right.
Business and marketing wise, I think it’s a smart move. Personally, I want to hate it so much.
Speaking for my wife and I, we consume anywhere from 16-24 12oz cans of NA seltzers in a week between the two of us. So, a fair amount. We have no brand loyalty in that department. Whatever is on sale at Publix, is carbonated, and in the flavors we like is what we get. I don’t see any reason, other than price, that will deter me from including NA White Claw into that rotation.
Second, the DTC aspect of NA seltzer is attractive. Having music venues and bars being able to buy direct, and incorporate them into their menu is unparalleled. If it looks like a white claw and tastes like a white claw, it’s bound to make abstaining from the alcohol feel more natural and fun. While I like Liquid Death and its variety, they’re more on the PBR side of things as far as marketing, target demographic, etc.
All in all, I like the move, I don’t like the move. Great article! 🤘
It’s foolish for breweries to not explore low abv or N.A. options. More people are looking for an alternative to alcohol, especially while attending functions. Some breweries are partnering with CBD\Hemp-derived THC companies to bring another alternative to beer into their breweries. People want choices and those needs should be addressed.
People, particularly young people are drinking less. So I’m not surprised brands are spinning up all kinds of products and variants that speak to that.
Ironically as young people choose sobriety more, they’ve never been more depressed or even suicidal. This market is really hard to figure out.
I recently heard ABInbev plans for 25% of production to be N.A. I know at least one person who drinks a lot of Athletic Brewing beers and I’ve paid $13 for a virgin mojito. There is something to be enjoyed with those products that is ritualistic and identity based. I can see someone choosing an N.A. White Claw at a concert because a bottle of Dasani is $9-11, why not pay $13-15 for a N.A. White Claw? It’s got bubbles!
Also: kids. They want to look cool, maybe someone will unwittingly trade them an actual White Claw for an N.A. at a party.
As far as price, I’d hold strong. Maybe a dollar less than alcoholic. When you bring White Claw N.A. to a party you’re signaling you’re still there to throw down, just not get fukd up!! Bring la croix to a party, might as well cue the sad trombone sound from the JBL speakers in your Prius. Unless it’s a little kids party and someone asked you to bring it and they don’t like it when you bring a cooler full of beer.
Adults want to look cool, kids want to look cool.
My opinions are based on speculation, conjecture and anecdote, so you can be assured I’ve done my research ;)
What I don’t understand is how is this product different than existing fruited seltzers like Spindrift, La Croix, etc that already have a a large user base. I suspect any hard seltzers drinker looking for an NA version has already found something they like. Seltzer doesn’t seem to be like craft beer where people are endlessly searching for the next variant to try. They settle on a brand/flavor they like and they stick with it for the most part. I get White Claw needs to grow as a product and tap new markets but trying to tap an already saturated market seems like a fool’s errand.
I used to drink La Croix all the time, then I jumped ship to Spindrift which is way more expensive per can. I don’t think your assumption of loyalty, especially during alcohol occasions, is as strong as you think. This is a whole different value proposition anyways being positioned as an NA, likely carried in another section. It’s hard seltzers answer to hop water. I don’t think they’re expectations are to be the next Spindrift, or to be as big as regular white claw, instead just to grab a slot on the NA shelf and do deals for people who buy both.
Business and marketing wise, I think it’s a smart move. Personally, I want to hate it so much.
Speaking for my wife and I, we consume anywhere from 16-24 12oz cans of NA seltzers in a week between the two of us. So, a fair amount. We have no brand loyalty in that department. Whatever is on sale at Publix, is carbonated, and in the flavors we like is what we get. I don’t see any reason, other than price, that will deter me from including NA White Claw into that rotation.
Second, the DTC aspect of NA seltzer is attractive. Having music venues and bars being able to buy direct, and incorporate them into their menu is unparalleled. If it looks like a white claw and tastes like a white claw, it’s bound to make abstaining from the alcohol feel more natural and fun. While I like Liquid Death and its variety, they’re more on the PBR side of things as far as marketing, target demographic, etc.
All in all, I like the move, I don’t like the move. Great article! 🤘
It’s foolish for breweries to not explore low abv or N.A. options. More people are looking for an alternative to alcohol, especially while attending functions. Some breweries are partnering with CBD\Hemp-derived THC companies to bring another alternative to beer into their breweries. People want choices and those needs should be addressed.
People, particularly young people are drinking less. So I’m not surprised brands are spinning up all kinds of products and variants that speak to that.
Ironically as young people choose sobriety more, they’ve never been more depressed or even suicidal. This market is really hard to figure out.
https://www.profgalloway.com/firewater/
I recently heard ABInbev plans for 25% of production to be N.A. I know at least one person who drinks a lot of Athletic Brewing beers and I’ve paid $13 for a virgin mojito. There is something to be enjoyed with those products that is ritualistic and identity based. I can see someone choosing an N.A. White Claw at a concert because a bottle of Dasani is $9-11, why not pay $13-15 for a N.A. White Claw? It’s got bubbles!
Also: kids. They want to look cool, maybe someone will unwittingly trade them an actual White Claw for an N.A. at a party.
As far as price, I’d hold strong. Maybe a dollar less than alcoholic. When you bring White Claw N.A. to a party you’re signaling you’re still there to throw down, just not get fukd up!! Bring la croix to a party, might as well cue the sad trombone sound from the JBL speakers in your Prius. Unless it’s a little kids party and someone asked you to bring it and they don’t like it when you bring a cooler full of beer.
Adults want to look cool, kids want to look cool.
My opinions are based on speculation, conjecture and anecdote, so you can be assured I’ve done my research ;)
What I don’t understand is how is this product different than existing fruited seltzers like Spindrift, La Croix, etc that already have a a large user base. I suspect any hard seltzers drinker looking for an NA version has already found something they like. Seltzer doesn’t seem to be like craft beer where people are endlessly searching for the next variant to try. They settle on a brand/flavor they like and they stick with it for the most part. I get White Claw needs to grow as a product and tap new markets but trying to tap an already saturated market seems like a fool’s errand.
I used to drink La Croix all the time, then I jumped ship to Spindrift which is way more expensive per can. I don’t think your assumption of loyalty, especially during alcohol occasions, is as strong as you think. This is a whole different value proposition anyways being positioned as an NA, likely carried in another section. It’s hard seltzers answer to hop water. I don’t think they’re expectations are to be the next Spindrift, or to be as big as regular white claw, instead just to grab a slot on the NA shelf and do deals for people who buy both.