#whiteclawsummer

[shorepointdist]

#jbsmoove loves the NEW #whiteclaw Vodka Sodas! Do you?

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#whiteclawvodka #whiteclawvodkasoda #whiteclaws #whiteclawsummer #whiteclawchallenge #whiteclawlover #whiteclawmademedoit #vodkasoda #vodkacoctails #vodkacocktail #jerseyshore #jersey #nj

[gracebarraclough]

White Claw Marketing Strategy: How the Hard Seltzer Took Over the Beverage Industry

In recent years, White Claw has taken the beverage industry by storm with its popular hard seltzer product. The success of the brand can be attributed to its innovative marketing strategy, which has focused on creating a unique brand identity and leveraging social media to connect with consumers.

One of the most important components of White Claw's marketing strategy is its focus on simplicity. The brand's packaging features a clean, minimalist design that stands out on store shelves. This simplicity also extends to the product itself, with only a few flavors available to choose from. By keeping things simple, White Claw has made it easy for consumers to identify and remember their brand.

Another key aspect of White Claw's marketing strategy is its use of social media. The company has embraced platforms like Instagram and Twitter to engage with consumers and promote its brand. By creating viral marketing campaigns, such as the #WhiteClawSummer hashtag, White Claw has managed to create a loyal customer base that feels connected to the brand. This has helped to establish the brand as a cultural phenomenon, rather than just another beverage product.

White Claw has also employed a product development strategy, creating new flavors and varieties to keep consumers interested. For example, the brand recently launched a line of iced tea-inspired hard seltzers. This type of product development helps to expand their customer base and appeal to new demographics.

In terms of the product-growth matrix, White Claw primarily uses a market development strategy. This involves introducing existing products to new markets. By expanding their distribution channels and targeting new demographics, White Claw has been able to increase its market share and grow its brand. However, it's worth noting that White Claw has also employed a product diversification strategy, by introducing new flavors and varieties of its hard seltzer product.

When reflecting on White Claw's marketing strategy, it's important to consider its impact on the beverage industry as a whole. Some have argued that the rise of hard seltzers like White Claw has contributed to declining beer sales, as more consumers turn to lighter, healthier beverage options. However, others argue that hard seltzers are simply a new category within the beverage industry, rather than a direct competitor to beer.

It's also worth considering the potential downsides of White Claw's marketing strategy. While the brand has certainly succeeded in creating a loyal fan base, it's also faced criticism for contributing to alcoholism and underage drinking. Some have argued that the brand's marketing campaigns, which often feature young, attractive people enjoying their products, send a dangerous message to younger consumers.

So, what do you think has made White Claw's marketing strategy so successful, and how can other brands in the beverage industry learn from their approach? How has White Claw's marketing strategy changed since the brand's launch, and how have social media and influencer marketing influenced this evolution? What can White Claw do to respond to criticisms of exclusivity and demographic targeting, and how will this impact their overall marketing approach? How does White Claw's use of the Product-Market Growth matrix inform their product development and market expansion decisions? By considering these questions and reflecting on the impact of White Claw's marketing on the industry, we can gain a deeper understanding of the role that branding and marketing play in shaping consumer behavior and preferences.

[thefoodiesfithome]

We def lost by over 50 but we had @whiteclaw so it’s chill #Saturdays #whiteclawsummer #tailgating #aintnolaws #footballszn #footballseason #collegefootball #midwest #midwestcollege #b1gten #bigten #ohiovalleyconference #eiu #Eeieieiu #easternillinois #collegefootball #chicagosuburbs #citytosuburbs (at Memorial Stadium (Indiana)) https://www.instagram.com/p/B2IHCe7AMgA/?igshid=i6al1wv95ctn

[depaulcorpcomms]

White Claw Summer Leads to White Claw Shortage

By Joe Lanzerotti

Summary of Story

White Claw is an alcoholic beverage that was introduced into the market in 2016. It is owned by Mark Anthony Brands, the same company that produces Mike’s Hard Lemonade. White Claw is a hard seltzer, which is different than a spiked seltzer. A hard seltzer is brewed from fermented gluten-free grains, which produce a clear, flavorless alcohol that is then flavored and sweetened with cane sugar (Bryson, 2019). This is important because beverages that are brewed instead of spiked are taxed at a cheaper rate by the federal government, and can be sold in stores for a lower price. White Claw is affordably priced, has low sugar content, contains approximately 100 calories per drink, and includes 5% alcohol content by volume. The alcohol content is comparable to many light beers, while the calorie count and sugar content tend to be lower (Valinsky, 2019).

White Claw sales have experienced triple digit growth annually since the product was introduced to the market in 2016. In the past year alone, Nielsen and the New York Times report that “dollar sales [are] up 250 percent” (Bromwich, 2019). However, this massive growth has led to shortages across the country. In order to make sure that White Claw would be available in all markets, the company imposed an allocation limit for liquor stores and bars everywhere (Garrand, 2019). This means that no matter what the stores ask for when they order, they are allotted a certain amount that they can get. If a liquor store requests 100 cases of White Claw because they know that they can sell that in a week, they might only receive 40 cases due to the allotment. In this instance, this helps White Claw keep its product distributed across the country equally, but hurts the individual store that is now missing out on the sales of 60 more cases per week.

Forbes contributors David Sturt and Todd Nordstrom summed up the White Claw shortage well when they said that it “seem[s] like a perfect publicity stunt until you consider just how much more product [White Claw] could have sold if they could predict such an overwhelming response and social media frenzy” (Sturt, Nordstrom 2019). In response to the shortage, a White Claw spokesperson said that “we are working around the clock to increase supply given the rapid growth in consumer demand” (Peterson, 2019). White Claw has mainly used Twitter to respond to their customer complaints as well. They have been using a mix of canned tweets that direct consumers to the ‘Contact Us’ section of their website, and personal replies to problems.

Reaction to Story

I believe that White Claw found itself in an interesting growth situation largely because of “meme culture”, and isn’t entirely to blame for the shortage of its products. Maintaining triple digit growth and 60% market share in a business that is booming almost overnight is a difficult challenge to face (Bromwich, 2019). White Claw has dedicated very little of its earnings and budget to marketing, and has chosen to let the masses tell their story for them. This has led to the borderline ‘viral sensation’ nature of its success, but it has also left a lot to be desired when it comes to owning up to their shortcomings. Real small businesses are losing money because White Claw can’t keep up with the demand, and not enough has been done from a communication standpoint to help alleviate those pains in the industry.

Listen To Stakeholders

The Arthur Page Principle Listen To Stakeholders is not being met at this time (The Page Principles, n.d.). Responding to a handful of customer complaint tweets a day with canned responses is killing any potential conversation that could be happening between the company and its stakeholders. The same can be said about the liquor store owners- more transparency is needed to help them manage the public’s expectations about when White Claw will be back in stock, and how much will be delivered per shipment.

Manage For Tomorrow

Another relevant Arthur Page Principle in this situation is to Manage For Tomorrow (The Page Principles, n.d.). White Claw rose to power largely because of meme culture and the younger demographic supporting it with Instagram pictures, Twitter jokes, and Snapchat stories. This narrative can quickly turn sour if White Claw fails to keep up with the demand. The popular hashtags #WhiteClawSummer and #WhiteClawWednesday have slowly been replaced with #WhiteClawShortage. If this trend keeps up, White Claw could become a 2019 fad, soon to be replaced by another trendy drink that can match the growing consumer demand for beer and wine alternatives.

Conduct Public Relations As If The Whole Enterprise Depends On It

The final Arthur Page Principle I would like to examine for this case study is Conduct Public Relations As If The Whole Enterprise Depends On It (The Page Principles, n.d.). White Claw has not been adhering to this principle, but it makes sense as to why they might be hesitant to launch a public relations campaign at this point in time. They grew exponentially without the help of a massive marketing budget. They purposely like to remain open to all audience segments and all kinds of people. If they were to launch anything too flashy at this time, it could backfire and turn their consumer base away from them. White Claw has allowed its younger fans to assign value to their brand through memes and internet jokes. Instead of fighting the tide of public opinion, it might actually be best in this scenario to lay low until a solution is really ready. When that time comes, it will be interesting to see how White Claw approaches their communication strategy. In the meantime, it is important for White Claw to ramp up its efforts in using Twitter to communicate with disgruntled customers and business owners alike who are being affected by the White Claw shortage.

Sources

Bromwich, Jonah Engel. (2019, 5 September). The memes are pouring the White Claw down your throat!. The New York Times. Retrieved from https://www.nytimes.com/2019/09/05/style/white-claw-popular-memes.html

Bryson, Lew. (2019, 10 September). How the hell is White Claw hard seltzer outselling Budweiser?. The Daily Beast. Retrieved from https://www.thedailybeast.com/how-the-hell-is-white-claw-hard-seltzer-outselling-budweiser?ref=scroll

Garrand, Danielle. (2019, 7 September). There is a nationwide shortage of White Claw hard seltzer. CBS News. Retrieved from https://www.cbsnews.com/news/white-claw-shortage-there-is-a-nationwide-shortage-of-white-claw-hard-seltzer/

Nordstrom, Todd & Sturt, David. (2019, 19 September). How the White Claw shortage in the U.S. could expose an international leadership crisis. Forbes. Retrieved from https://www.forbes.com/sites/davidsturt/2019/09/19/how-the-white-claw-shortage-in-the-us-could-expose-an-international-leadership-crisis/#500223866935

The Page Principles. (n.d.). Retrieved from https://page.org/site/the-page-principles

Peterson, Haley. (2019, 6 September). White Claw says it’s ‘working around the clock’ to increase production of the wildly popular hard seltzer amid complaints of shortages across the US. Business Insider. Retrieved from https://www.businessinsider.com/white-claw-shortages-increase-supply-2019-9

Valinsky, Jordan. (2019, 6 September). America is running out of White Claw hard selrzer. CNN Business. Retrieved from https://www.cnn.com/2019/09/06/business/white-claw-shortage-trnd/index.html

[samfenderdaily]

sam_fender What a weekend! Had a blast performing at the @whiteclawuk weekender 💥 see you at Boardmasters! #WhiteClawSummer

[aseaofsongs]

It’s been a sea of summers, folks. First we had the #hotgirlsummer. Of course we had the #whiteclawsummer. Even notorious not #hotgirls Vampire Weekend tried their hand at the #songofthesummer. But today I must be the bearer of bad news. #hotgirlsemester is hereby postponed. The only thing that matters now is #cruelsummer.

You may have heard that last week Taylor Swift released her seventh album. Lover is an eighteen-track, full bear-hug embrace of pop music. Track 2, “Cruel Summer”, is the best pure pop song she’s written in a career that has already included 81 Billboard Top 100 hits, including 24 Top 10 hits, including 5 #1 hits… I could go on.

When your debut album includes “Tim McGraw” and “Our Song,” and your sophomore album has “White Horse,” its hard to believe there’s any room to grow. But somehow there was. What’s more mind blowing than the longevity of Taylor’s historic run is that she continues to switch her style up, bending the space-time continuum of the pop music landscape around what now must be considered the century’s best song catalog.

Look at her competition. Modern country has fully embraced the EDM/pop synthesis that she perfected on Red. And from the other side, hip-hop is inching every closer to country. But Taylor’s already two steps ahead, effortlessly dominating the Charli XCX/Carley Rae Jepsen/Robyn space. Watch out Iron Maiden — Taylor just might release a thrash metal double album opus. (Most importantly, this song achieves a major breakthrough for fans of  “Atlantic City,” “With A Little Help From My Friends,” “Paranoid Android,” and the entire Track 2 Partisan community. We may be few but we are growing.)

Finally, a word on the title. In 2012, Kanye West’s record label G.O.O.D. Music released a compilation album entitled Cruel Summer. Is this song a dig at Kanye? I don’t know. But it’s simply impossible that Taylor, whose intentionality as a pop star is surpassed only by Beyonce’s, accidentally swiped Ye’s title.

“Am I shooting from the hip?,” Taylor Swift asked GQ magazine in 2015.“Would any of this have happened if I was… You can be accidentally successful for three or four years. Accidents happen. But careers take hard work.” You’re officially on notice, Mr. West. Jesus is King better be hot.

[mtvzach]

Ugh I’m sorry #whiteclawsummer #nerv https://ift.tt/32JdTbj