White Claw helped make hard seltzer a staple for American drinkers. Now it's getting into the spirit business with its own vodka brand because of new rules passed during the pandemic.
The company's new vodka line was made possible by a change in regulations by the Alcohol and Tobacco Tax and Trade Board (TTB). Previously, the agency required spirits to be "without distinctive character, aroma, taste, or color," but that rule was lifted in 2020.
"We believe that quality vodka shouldn't be defined by what it lacks, and we seized the enormous opportunity to create a distinctive spirit," said Anthony von Mandl, O.C., O.B.C., founder & CEO of The Mark Anthony Group of Companies, which owns White Claw.
"We disrupted the industry, creating an entirely new taste in the Hard Seltzer category with White Claw by bringing new thinking, technology breakthroughs, and our unmatched iconic flavors to market."
The company said it uses a high-pressure filtration process that gives the vodka a smooth, aromatic taste.
"We spent almost a decade researching and developing a new way to show drinkers what complexity looks, tastes, and feels like within the minimalist experience of vodka," von Mandl said.
White Claw's venture into spirits comes amid an industry-wide push to innovate alcoholic beverages, with many companies embracing "ready-to-drink," low-calorie, and healthier options.