White Claw Riding the Wave Into Vodka Launch

Brand launches new line of flavored vodka, vodka soda canned cocktails
White Claw vodka
Photograph courtesy of White Claw

White Claw, part of Mark Anthony Brands, is turning in a direction different than its original hard seltzer drink with Triple Wave Filtered vodka and Vodka + Soda canned cocktails. Varieties are now available in convenience stores and grocery stores.

The Chicago-based brand launched White Claw Premium Vodka (40% alcohol by volume), which is available in 1 liter, 750 milliliter and 50 milliliter bottles. Three flavored vodka flavors (30% ABV) are also available, including mango, black cherry and pineapple in the same sizes. Finally, White Claw Vodka + Soda (4.5% ABV) comes in pineapple, peach, wild cherry and watermelon in 12-ounce slim cans. The cans are available in variety 8-packs and single flavor 4-packs.

“We spent almost a decade researching and developing a new way to show drinkers what complexity looks, tastes and feels like within the minimalist experience of vodka,” said Anthony von Mandl, founder and CEO of The Mark Anthony Group of Cos. “We created one of the most complex production processes of any vodka in the world to produce a vodka unlike any other.”

White Claw Premium Vodka takes advantage of a change in regulations that, until 2020, required the spirit in the United States to be “without distinctive character, aroma, taste or color,” said White Claw.

“We believe that quality vodka shouldn’t be defined by what it lacks, and we seized the enormous opportunity to create a distinctive spirit,” said von Mandl. “Innovation has been at the heart of everything we do for 50 years. We disrupted the industry, creating an entirely new taste in the Hard Seltzer category with White Claw by bringing new thinking, technology breakthroughs and our unmatched iconic flavors to market. The same innovative spirit and technological know-how inspired the creation of our premium vodka—we believe the vodka category is ready for its White Claw moment.”

White Claw Premium Vodka is made with 100% American grain, distilled five times in columns with copper plates and is filtered through activated carbon from charred coconut shells. The filtration process uses pressure equal to three 30-foot waves to create the vodka, according to the company, which has the same smoothing effect on vodka that ocean waves have on stones and shells.

As part of its expansion into vodka, White Claw’s new Vodka + Soda is a 100-calorie canned cocktail and is made with the same White Claw Premium Vodka that is in the bottles.

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