White Claw

This year during my Product and Pricing Strategy course, I was tasked with creating a marketing plan for a company who is introducing a new product or an updated version of a product.

I decided to take the company White Claw, and have them introduce a White Claw Keg.

Some Category Highlights Include

• Total U.S. Hard Seltzer Market size is $488 million in 2019.

• In 2019, Hard Seltzer sales grew 226.4%, while total beer sales grew less than 1%.

• Sales for hard seltzer are expected to double to $3.5 billion in 2020, and reach $6.5 billion by 2024.

Objectives for the New Product Include

• Differentiate White Claw from competitors (such as Truly, Bon and Viv, Bud light Spiked Seltzer) that have launched.

• Compete with beer companies.

• Expand target market demographics.

• Increase distribution channels

• Maintain White Claw brand loyalty, and drive increased growth in sales.

Strategic Alliance

White Claw can partner with other Hard Seltzer brands and do collaborations, which will draw in consumers attention. The brand can also promote more on college campuses where White Claw Keg has the possibility of being high demand. Lastly, White Claw should expand their brand appearance and sponsor sports teams.

Monitors and Controls Include:

• Forming a spending budget for advertising.

• Create realistic and attainable goals.

• Monitor customer feedback and make customer loyalty a priority.

• Increase brand awareness.