Lion ends White Claw distribution. Owner MABI to establish Aus presence

Lion Australia has announced that its current distribution agreement for White Claw in Australia will not be renewed this August as Mark Anthony Brands International moves to establish its own presence on the Australian market.

Divisional President of Mark Anthony Brands International's Richard Dillon said, “as the number one RTD Company in North America, MABI will establish our own presence in the Australian market, with a view to widening our portfolio of consumer centric brands to fuel category growth. MABI will also expand into the non-alcoholic sports drink segment via “MAS+ by Messi”, our joint venture between Mark Anthony Brands and Lionel Messi.”

Following the conclusion of the current agreement on 1 August, Lion will no longer sell, market or distribute White Claw seltzers in Australia. The two parties are currently exploring the opportunity for Lion to continue as a local manufacturer of White Claw products following the transition.

“Mark Anthony Brands International recognises and is thankful for the hard work and resource that Lion has invested into the White Claw brand to achieve its success in the market,” said Dillon.

“Both Mark Anthony Brands International and Lion have played a big role in the growth of White Claw in the Australian market [where] White Claw is the number 1 Hard Seltzer and a top 10 Light RTD player.”

Lion Managing Director James Brindley adds: “We have enjoyed a strong partnership with Mark Anthony Brands International and wish them every success for the future.

“Lion is committed to supercharging our RTD business with a compelling portfolio of Lion-owned RTD brands, including Kirin Hyoketsu, Four Pillars and James Squire Whisky – and an exciting innovation pipeline backed by consumer and market insights, and customer co-creation sessions."

Up until the start of August, Lion will continue to operate as usual as the seller, marketer and distributor of White Claw products. During this time, Mark Anthony Brands International has indicated it will begin to prepare for its Australian launch, with preparations to intensify following the contract’s end date.

Dillon said, “Mark Anthony Brands International will begin to engage with industry stakeholders, with the focus on activities post 1 August 2025.”

In additional to White Claw, the Mark Anthony Brands International portfolio includes RTDs such as Mike’s Hard, Mike’s Harder, Cayman Jack, and MXD Cocktail Co; and craft spirit brands Bearface Canadian Whisky and Ireland’s Glendalough Distillery.