The company can't keep up with demand. So White Claw has purposefully limited supply to ensure it can continually serve all of its markets.
White Claw sales have skyrocketed over the past year, according to the company and industry analysts. The company can't keep up with demand. So White Claw has purposefully limited supply to ensure it can continually serve all of its markets.That distribution practice, called allocation, has been in place for a year, according to Mark Anthony Brands, which owns White Claw and Mike's Hard Lemonade.
Sales of hard seltzer surpassed $1 billion for the past year ending in August — a surge of nearly 200% compared to the previous year, according to Nielsen. Hard seltzer makes up 2.5% of the alcohol market, up from 0.9% a year ago.Sales have soared as people seek drinks with fewer calories and less sugar. Spiked seltzer fits the bill. White Claw and competitor Truly both have around 100 calories per can, and Bon & Viv has about 90 calories per can.
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