Chicago-based White Claw, a brand of Mark Anthony Brewing, announced the launch of its White Claw 0% Alcohol, a premium seltzer for adults.

“The industry is ripe for disruption as demand for flavorful, non-alcoholic drinks is on the rise, but current options like excessively sweet mocktails, bland waters, and near-beers are disconnected from what today's adult drinkers want,” said Phil Rosse, president of Mark Anthony Brands Inc., in a statement. “White Claw 0% Alcohol paves the way for an entirely new adult beverage. Our newest breakthrough completely reimagines the idea of drinking by delivering the first ever elevated non-alcoholic choice with the complex taste and feel of a real drink that only White Claw can deliver.” 

As a leading-edge beverage company with a culture of innovation, White Claw Seltzer Works spent decades researching how taste and alcohol work together, the company notes. As a result, the craft and science that went into White Claw Hard Seltzer led us to create White Claw 0% Alcohol, a fundamentally new kind of drink for every kind of adult drinker that could only come from White Claw, it says.

White Claw 0% Alcohol arrives at a time when consumer drinking culture, once synonymous with drinking alcohol, has fundamentally changed.

 A new survey from White Claw found that the majority of people who drink alcohol (69%), Gen Z (81%), and millennials (78%) are interested in exploring a “sober curious” or “damp” lifestyle. However, 63% of consumers say feelings of expectations and pressure from others, along with the fear of being judged, are making it challenging for them to avoid drinking alcohol during drinking occasions, the company notes.

Additionally, the survey by White Claw found that the majority (64%) of consumers wish there were better non-alcohol options available. In fact, consumers would be more likely to choose non-alcohol drinks if they have flavors they like (83%), were from brands they know (72%), had electrolytes (72%), and were low in sugar (71%), it says.

Created with ultra-refined seltzer, White Claw 0% Alcohol not only combines iconic White Claw flavors with elevated new secondary beverage alcohol drinks notes, but uniquely adds hydrating electrolytes, the company notes.

With only 2 grams of sugar and 15 calories in each 12-ounce can, White Claw 0% Alcohol features four flavors:

•    White Claw 0% Non-Alcoholic Premium Seltzer Black Cherry Cranberry: A balance of natural ripe Black Cherry and a hint of tart Cranberry flavor. Available in 12-ounce slim cans included in variety 12-packs and single flavor six-packs.

•    White Claw 0% Non-Alcoholic Premium Seltzer Mango Passion Fruit: Natural mango and hint of tropical passion fruit complement each other. Available in 12-ounce slim cans included in variety 12-packs and single flavor six-packs.

•    White Claw 0% Non-Alcoholic Premium Seltzer Peach Orange Blossom: Tastes like a ripe peach picked off a tree with just a hint of floral orange blossom. Available in 12-ounce slim cans included in variety 12-packs.

•    White Claw 0% Non-Alcoholic Premium Seltzer Lime Yuzu: Natural juicy lime comes to the fore, accented by a hint of yuzu citrus complexity. Available in 12-ounce slim cans included in variety 12-packs.

Just in time for Dry (or Damp) January, which the majority (62%) of people who drink alcohol are interested in participating in according to the survey by White Claw, White Claw 0% Alcohol will begin rolling out in the United States on Jan. 1, 2024, the company notes.