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  • How does White Claw appeal to health-conscious Americans?
  • How does White Claw appeal to health-conscious Americans?
    White Claw | Facebook (2017) ©
CASE STUDY

White Claw: the seltzer that took over summer 2019

White Claw achieved an almost-universal status as the preferred drink of young Americans during the summer of 2019. The flurry of memes and rallying cries of “Ain’t no laws when you’re drinking Claws” show the far-reaching appeal of this health-conscious and easy-to-drink summer beverage.

Location United States

Scope
Where once Labor Day celebrations may have been characterized by the clinking of bottles of Budweiser during end-of-summer BBQs, for 2019 there’s a new chant in town, and it goes like this:  “Ain’t no laws when you’re drinking Claws!” [1] Making a move away from traditional drinking culture, health-conscious Americans are crushing cans of White Claw like they were paid to, making hard seltzer a drink to pay attention to. 

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