Shanice Harris

About a month ago, I wrote about America’s obsession with flavored-seltzer water, and the quick rise of White Claw—a very popular hard seltzer. I said it then and I will say it again...I don’t get it. I never will. But when I saw CNN’s latest report that the brand is running out of product, I was curious.

Like I said before, White Claw has skyrocketed to ubiquity over the past year or so. The brand entered the market in 2016, and in just a short amount of time it became a household name. But according to CNN, White Claw can’t keep up with the demand and it seems like they won’t catch up until next year. Until they are able to properly refill product, they are allocating supplies. This means that stores that currently sell White Claw won’t stop selling, but when they run out they won’t be immediately restocked.

Over the past year, hard-seltzer has become a billion-dollar business. White Claw is seeing more and more competitors—Truly, Bon & Viv, and Press. In just one year, hard-seltzer now dominates 2.5 percent of the alcohol market, which is up from 0.9 percent just 12 months ago. As the demand goes up, so must the supply. But it seems White Claw is having a hard time doing so.

Whether it’s just a trend or here to stay, there's no denying that companies see there is money to be made. White Claw’s shortage may allow other brands to swoop in and claim dominance over the category...or White Claw may bounce back in six months and continue to grow its empire. Either way, hard-seltzer looks like it isn’t going anywhere anytime soon...even if it tastes like utter trash.

Until next time…

Shanice