Laws When You’re Drinking Claws? White Claw Unveils Non-Alcoholic Electrolyte-Infused Lineup

(Photo: White Claw)

White Claw — the name synonymous with the hard seltzer wave that dominated the U.S. over the past few years — is taking a step back into the world of non-alcoholic refreshments.

The brand’s unexpected new White Claw 0% lineup will be rolling out at the beginning of January in Black Cherry, Mango Passion Fruit, Peach Orange Blossom and Lime Yuzu flavors. But first, let’s address the elephant in the room: without alcohol, what makes these any different than a La Croix?

The answer lies in a hodge podge of Gen Z wellness trends. White Claw 0% combines its flavors with hydrating electrolytes (“half as many as you’d find in some leading sports drinks”) and a slim 15 calories per can. The brand says it’s a “radically new way to drink.”

(Photo: White Claw)

“The industry is ripe for disruption as demand for flavorful, non-alcoholic drinks is on the rise, but current options like excessively sweet mocktails, bland waters, and near-beers are disconnected from what today’s adult drinkers want. White Claw 0% Alcohol paves the way for an entirely new adult beverage,” said Phil Rosse, President of Mark Anthony Brands Inc.

“Our newest breakthrough completely reimagines the idea of drinking by delivering the first ever elevated non-alcoholic choice with the complex taste and feel of a real drink that only White Claw can deliver.”

The trending popularity of mocktails and sober-themed initiatives like Dry January has given birth to a booming alcohol-free spirits market. Giants like Heineken, Budweiser and Samuel Adams have all tossed their hats into the ring, right alongside a new crop of zero-proof tequilas, whiskeys, gins and more.

The category surpassed an $11 billion market share in 2022, up from $8 billion in 2018. As industry regulars like White Claw make the jump, those numbers are expected to keep on growing.

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