Beer Marketer's Insights - Mark Anthony Makes Waves with White Claw Vodka + Soda; Here Comes Mike's and Cayman Jack Zero Sugar

Mark Anthony Brands is a company transformed since the last time it held in-person natl distrib conference in 2019, execs highlighted yesterday in Chicago at first live meeting in 3 yrs. That includes nearly tripling employee headcount to over 1100 in US, doubling points of distribution to over 4 mil, investing $1.4 bil in 3 "state-of-the-art" production facilities (with no debt) and 61% growth during that period, more than any major brewer since pre-Covid, said prexy Phil Rosse. But biggest change announced at this yr's meeting: coming launch of White Claw Vodka + Soda, hitting shelves in spring 2023 and aiming directly at High Noon. It'll debut in 4 flavors - pineapple, peach, wild cherry and watermelon - each 4.5% ABV and 100 cals, made with real vodka and real juice. They'll launch in variety 8pk of 12oz slim cans, plus individual flavor 4pks. Yet as brand seeks to sway spirits drinkers with splashy new entry, MAB also plans to "extend" leadership in seltzer and lemonade, "exponentially scale" Cayman Jack and "rapidly test" innovation as it looks to get back to "double-digit" growth in 2023. White Claw Back to 50 Share of Seltzer; New Campaign Last 12 mos were a roller-coaster ride for White Claw and seltzer segment at large. But after some "bumps in the road," brand grew from 37 share back to 50 share. It accelerated to +3% $$ sales and +5% depletion trend in latest mo. Still 7th-largest beer brand and #1 flavor brand in America. In 2023, White Claw will launch new campaign dubbed "the difference is clear," highlighting "cold wave filtration process for superior refreshment." It's slated to deliver 8 bil impressions across 87% of 21+ US consumers, biggest ever support for the brand, per cmo John Shea.Mike's & Cayman Jack Jump in with Zero Sugar Offerings Mark Anthony sees "massive" oppy with "zero sugar" offerings. That category carved out $7-bil segment (40 share) in energy; $9 bil (30 share) in soft drinks. Both still up high teens on 3-yr CAGR and "highly incremental," said John. So here comes Mike's Zero Sugar and Cayman Jack Zero Sugar, both launching as "big bets" across all retail channels in spring 2023. Each will debut at 100 cals per serving, launching in 6pks, 12pks and 24oz singles.Mike's +14% Since Summer; Cayman's Top-3 FMB Ambition Mike's grew 14% over last 20 wks, up every wk since summer, coinciding with launch of Simply Spiked. And while Cayman Jack is already "fastest-growing" FMB brand at "twice the rate" of next highest competitor, co's new ambition is to make it a "top-3 FMB brand." It's up 334% from 2019-2022, +50% last 52 wks and could top 10 mil cases in 2023, execs noted. So MAB aims to drive awareness (currently 30% vs 80% on Mike's) and expand dist (currently at 1/2 Mike's) to make Cayman to margarita what "Mike's is to lemonade."Rey Azul Going National; More Test Launches Mark Anthony will also take another spirits RTD brand national, in addition to several test launches for further afield innovation. Its "premium tequila soda" entry, Rey Azul, will go natl by next spring after launching in select mkts this yr. And it'll launch multiple products in focused mkts next yr, including a new hard tea brand called 2Hoots, Lazy Pour pre-mixed cocktails and a Cayman Jack ready to serve offering (1.5 liter bottle, 12% ABV). But regardless of base, anything below 14% ABV will continue to go thru beer distrib network, co clarified.

Mark Anthony Makes Waves with White Claw Vodka + Soda; Here Comes Mike's and Cayman Jack Zero Sugar

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