White Claw Ventures Into Crowded Tequila Seltzer Market with ‘Tequila Smash’

(Photo: White Claw)

Less than a week after Truly debuted its Tequila Soda line, hard seltzer juggernaut White Claw is getting into agave spirits with its latest imprint, Tequila Smash.

Made with real tequila blanco and canned at 5% ABV, the colorful quartet pays homage to Mexico with Strawberry Guava, Pineapple Passion Fruit, Mango Tamarind and Lime Prickly Pear flavors. White Claw executives say the recipe has been three years in the making.

“White Claw pioneered the ready-to-drink category, which continues to be one of the fastest growing beverage categories and ripe for disruption,” said Phil Rosse, President of Mark Anthony Brands Inc.

“Following the success of our White Claw Vodka + Soda launch last year, we seized the opportunity to bring decades of beverage research and flavor innovation to another popular spirit, Tequila.”

Nearly a decade after it first hit the market, White Claw is working overtime to introduce new concepts. In addition to its Vodka + Soda launch, the brand recently unveiled full bottles of White Claw Triple Wave Vodka in Pineapple, Mango and Black Cherry flavors. Months later, White Claw cashed in on Dry January with a non-alcoholic seltzer lineup.

The flurry of innovation comes at a crossroads for the canned alcoholic beverage market. While malt-based hard seltzers like White Claw and Truly reigned supreme throughout the 2010s, a new generation of spirits-based cocktails — typically made with vodka or tequila — is taking on the 2020s. Market forecasts have predicted that hard seltzers will take a backseat to these premium, “fuller-flavored” options in years to come.

As tastes shift, established brands are adjusting their strategy to keep up with the trends.

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