Dan Murphy’s customers will be among the first in Australia to taste White Claw Hard Seltzer after the retailer secured a pre-order of the cult brand.
“White Claw is without a doubt 2020’s most anticipated drink," said Dan Murphy’s Premix Category Manager Andrew McCrae. "We’ve seen a 798% increase for White Claw searches on the Dan Murphy website in the last two weeks."
Dan Murphy’s pre-order opens on Monday, October 5 at 9am (AEST), with either through contactless delivery or pick-up from Monday October 12.
White Claw is the number one hard seltzer in the US and has established cult status in a category that has been growing at a triple-digit annual rate since 2016. It is being distributed in Australia by Lion Australia.
Managing Director of Lion Australia James Brindley said three flavours – Ruby Grapefruit, Mango and Natural Lime will be rolled out across retailers and venues Australia-wide.
“We all need a little bit of excitement after what has been a tough 2020,” Brindley said.
Dan Murphy's has more than doubled its range of Australian-made and imported seltzers to prepare for expected spring and summer demand.
“Since we increased our range in September, we’ve seen more Australians getting curious about seltzers," McCrae said. "In the last three weeks, we’ve seen seltzer sales grow with almost 100%.
The seltzer is made with sparkling water, triple-distilled spirit and a hint of fruit flavour. With only 95 calories per can, it's gluten free, has an ABV of 4.5% and contains no artificial sweeteners.
White Claw will be available at Dan Murphy’s in a four-pack of 330ml cans from $23.90. Preorders - at www.danmurphys.com.au/white-claw - close 11:59PM AEST on October 11.
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