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White Claw hard seltzer to boost presence at more than 40 UK festivals
Mark Anthony Brands International has invested over £4 million in a strategy to boost its White Claw hard seltzer brand at UK festivals this summer.
The hard seltzer brand, which launched in the UK last year, will be present at over 40 summer dates including London’s All Points East, Mighty Hoopla and Wide Awake, as well as festivals including Parklife in Manchester, Loves Saves the Day in Bristol and Boardmasters in Cornwall.
As part of the investment, a two floor Wave of Summer bar will serve White Claw to festival goers with an aim to provide a destination where people can socialise and “get refreshed with a cold can in hand”.
The 2022 updates include “a LED festoon interactive lighting, 8000 recycled cans forming a complete sensory wave experience, a new and improved 360° service bar with purpose-built relaxation spaces”. The company also plans to give away VIP festival experiences as well as merchandise to support the strategy.
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 made complete sense, we need to be part of that experience! By supporting a long line-up local and national festivals, our fans won’t need to compromise as White Claw will be on hand to offer drinkers lighter alternatives that deliver genuine refreshment.”
White Claw Wave of Summer Bar Experience will be appearing at the following festivals: Wide awake – 28 May; City Splash – 29 May; Love Saves The Day – 2-3 June; Mighty Hoopla – 3 June; Cross The Tracks – 5 June; ParkLife – 11-12 June; Boardmasters – 10-14 August; All Points East – 19 August + 40 other festivals.
The hard seltzer brand’s festival line up follows the recent debut of its new global campaign ‘Bring the Wave’ which is focused on bringing “a new wave of pure optimism to the world”.