The alcoholic seltzer segment is experiencing triple-digit growth during COVID-19, increasing off-premise dollar sales by 272% and reaching 10.1% dollar share of the beer category.
During the week ending May 23, Nielsen reported sales of beer, flavoured malt beverages and cider increased 20.9% compared to the same week a year ago.
Off-premise beer sales had the strongest week of 2020, Nielsen said, and were second only to the July 4 holiday week of 2019 over the last 52 weeks.
White Claw, the country's top-selling alcoholic seltzer brand, was the top growth brand for the entire beer category. White Claw, combined with Boston Beer Company’s Truly Hard Seltzer, accounted for 32% of the total beer category growth dollars.
White Claw will hit the shelves in Australia in October, with Lion acquiring the rights to import, market and distribute the beverage in Australia.
Initially Lion will import and distribute three leading variants – Mango, Natural Lime and Ruby Grapefruit, with more to come.
James Brindley, Managing Director of Lion Australia, is bullish about the brand's prospects: “The popularity of White Claw cannot be disputed. Despite the fact the product has not actually been available in Australia up until now, it has well and truly earned its place in popular culture and is the market leader globally in this exciting new category. It is the most sought-after beverage brand in the world right now.
“It is a natural fit for our growing portfolio of adult beverages beyond our core beer range – and taps into a number of consumer trends around lower calorie and lower sugar products. We believe the seltzer category represents a significant growth opportunity for Lion over the coming years and we are looking forward to bringing the biggest seltzer brand in the world to Australia.”
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