Retailers should cater for younger shoppers looking for lower-calorie drinks, says Mark Anthony Brands
YOUNGER generations of drinkers are moving away from the traditional beer options in favour of healthier ways to enjoy their night, says Mark Anthony Brands.
The firm behind the White Claw hard seltzer brand said that health and lifestyle considerations have seen younger Gen Z and Millennial drinkers shift towards the lower-calorie options.
Matt Rounding, White Claw’s off-premises sales director, said: “White Claw has captured this movement, bringing in new and lapsed drinkers to the RTD category, as well as penetrating beer and cider drinkers. In total, 50% of our consumers are coming across from this category.
“With White Claw’s popularity among the lifestyle-conscious Gen Z and Millennials audiences, this is not an unexpected shift.
“White Claw’s vegan, gluten-free and low-calorie alcoholic sparkling waters resonate with audiences looking for refreshing and lighter drinking alternatives.”
To make the most of this during the summer, Rounding has shouted out the White Claw variety pack format, stating the larger packs will meet a variety of occasions.
He said: “Multipacks are also must-stocks for retailers looking to make the most of the festival and event opportunity.
“They offer consumers confidence in the purchase price, which ultimately drives sales and offers portability.
“Retailers should consider stocking variety packs, alongside individual cans, to ensure they are catering to all consumer shopping needs and make sure these SKUs are consistently available.
“White Claw’s variety pack with four different flavours is the brand’s best-seller.”
