White Claw has ambitions to take market share away from beer by positioning hard seltzer as a “gender-neutral drink”.
Hard seltzer brand White Claw has grown rapidly in the UK since launching last June, and is now looking to expand the nascent category by taking market share from beer.
Heineken is launching hard seltzer brand Pure Piraña in Europe as it diversifies beyond beer to capitalise on the growing trend of health-focused beverages.
With the launch of Bud Light Seltzer, Budweiser wants to use its trademark humour to demystify hard seltzers and become a leader in the nascent UK category.
Multiple ads for three hard seltzer brands, including BrewDog, have been banned by the advertising watchdog for making unsubstantiated health claims.
Next CEO Simon Wolfson says the retailer is looking to invest in “great brands”, which “bring something unique to the market with a clear market position”.
Being able to justify each pound spent is a healthy mindset to have in any marketing business, say senior marketers from Diageo, CALM, AMS and Salesforce.
Currently Diageo’s chief operating officer, Debra Crew claims four years’ experience in senior marketing roles at Nestle and seven years in marketing at Kraft Foods.
CMO Todd Kaplan says the new visual design ushers in a “new era” for Pepsi and will help to drive brand distinction, while also turning the spotlight onto its zero sugar alternative.