Hard seltzer brand White Claw has launched a limited seasonal flavour for autumn in the UK: Blackberry.
The flavour is available year-round in the US.
The launch follows the release of three summer flavours from the Mark Anthony Group-owned brand: Pineapple, Passion Fruit and Watermelon.
The new flavour is available in 330ml cans, which sit at 4.5% ABV and have 95 calories each. A single can retails for £2.25 (US$3) from supermarkets Morrisons and Sainsbury’s, while a 12-pack can be purchased from Amazon for £21 (US$27).
White Claw claimed its value is growing at five times the rate of the total ready-to-drink (RTD) category, with its revenue growing by 27% in the past 12 months.
The hard seltzer brand launched in the UK four years ago. Its vodka debuted in the region in August.
Michael Dean, marketing director UK, said: “We are excited to unveil our latest limited edition flavour drop, White Claw Blackberry, to the UK this autumn. At the heart of our success is a commitment to innovation, and as leaders in crafting new flavour experiences, we continually push the boundaries of what’s possible in taste.
“With its rich, dark berry notes, this seasonal release not only captures the essence of autumn but also reflects our dedication to staying ahead in flavours. White Claw Blackberry, like our top-selling White Claw Black Cherry, taps into the UK’s love for berry flavours, making it a perfect addition to our portfolio.
“We’re confident that this bold, refreshing twist will delight our fans and continue to drive our growth in the market.”
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