White Claw launches surf-inspired product line as hard seltzer category fizzles [Video]

White Claw is launching a new product category ahead of summer, appropriately dubbed “White Claw Surf.”

“White Claw Surf is a breakthrough new idea that combines full flavors with sensational refreshment and the incredible sessionability expected from White Claw. It is our next exciting addition and something completely new and different in the world of seltzer,” John Shea, chief marketing officer at White Claw U.S., said in a statement.

Available in a 12-can variety pack, each flavor is 5% ABV, 100 calories and gluten free with flavor profiles that include “citrus yuzu,” “tropical pomelo,” “watermelon lime” and “wildberry acai.”

To celebrate the launch, the brand teamed up with professional surfers Ivy Miller, Hunter Jones and Blair Conklin for a U.S. “surf tour” that culminates at Austin’s South by Southwest, where White Claw is the official hard seltzer partner.

White Claw Surf (Courtesy: White Claw)

White Claw Surf (Courtesy: White Claw)

Sinking hard seltzer sales

The news comes as the hard seltzer category has weakened since its meteoric rise in 2018 when sales volume hit peak growth of 246%, according to IWSR data.

Hard seltzer volume sank 2.5% year-over-year with all key players’ volume declining, with the exception of Mark Anthony Brands (White Claw, Mike’s) and Molson Coors (Vizzy, Coors, Henry’s), Bank of America (BAC) said in a new note.

AB InBev’s (BUD) hard seltzer portfolio, which includes Bon & Viv, Bud Light Seltzer, and Michelob ULTRA Organic Seltzer, declined -13% year-over-year.

Meanwhile, White Claw saw +1% year-over-year volume growth and gained 15 basis points sequentially (with market share at 43%.) Truly dropped 12% with a loss of 65bps, Vizzy lost 25bps, Corona lost 20bps, and Topo Chico gained 60bps (all sequential).

Alexandra is a Producer & Entertainment Correspondent at Yahoo Finance. Follow her on Twitter @alliecanal8193

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