Hard seltzer brand White Claw is investing more than £4m in a multichannel summer strategy, which includes a major presence at a number of UK festivals.
The brand, which is manufactured by Ireland-based Mark Anthony Brands International, will be present at London’s All Points East, Mighty Hoopla and Wide Awake, as well as festivals up and down the country including Parklife in Manchester, Loves Saves the Day in Bristol and Boardmasters in Cornwall.
White Claw’s two-floor Wave of Summer bar will provide a destination where festival-goers can socialise and get refreshed with a cold can in hand.
The bar features LED festoon interactive lighting, 8,000 recycled cans forming a complete sensory wave experience and a 360° service bar with purpose-built relaxation spaces. The brand will also be giving away VIP festival experiences and loads of merch.
Michael Dean, Head Of Marketing at White Claw, said: “The better-for-you drinking experience was trailblazed by White Claw targeting core Gen Z and Millennials audiences. White Claw doesn’t force consumers to choose between having a good time and maintaining a healthy lifestyle, therefore festivals make complete sense, we need to be part of that experience.”
