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White Claw's Immense Popularity Hinges On Marketing

The key to White Claw’s success is its gender-free marketing and subsequent appeal to both men and women. “For decades, our televisions told us that men drank beer, women drank wine, and that’s just the way the world was,” according to the Washington Post. “Sometimes, after years of such gendered marketing, a company will realize that it has ignored or alienated half of its potential customer base, and then overcorrect, occasionally to awkward effect. … [hard seltzer] White Claw, meanwhile, has sidestepped all that whiplash.”

Read the whole story at Washington Post »

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