• by Steve Ellwanger , April 27, 2023

While White Claw won’t disclose the entire production process behind its new premium vodka, actor and comedian JB Smoove is happy to explain just how “smooove” the spirit is.

When the leading hard seltzer brand announced the launch of vodka and premixed cocktails last month, it touted a first-of-its-kind filtration process that uses “immense pressure equal to three 30-foot waves.”

That concept comes to life in this spot that positions the new vodka from White Claw parent Mark Anthony Group as “The world’s smooovest vodka.”

In another of several commercials featuring the fast-talking Smoove—known for his movie roles and performances on “Saturday Night Live”—he says, “It used to be illegal for vodka to taste this good. Look it up. Look it up!”

That’s a reference to a 2020 change in federal regulations that had previously required vodka to be “without distinctive character, aroma, taste or color.”

Mark Anthony Group says the “immense pressure” of the production process has the same smoothing effect on vodka that ocean waves have on stones and shells.

White Claw has trademarked the term Triple Wave Filtered.

The only other clue to White Claw’s taste origins is that it’s filtered through activated carbon from charred coconut shells to help produce “a minimal yet complex combination of aromas and sensations” in the mouth and nose.

“JB Smoove embodies the smooove lifestyle in everything he does—from his Emmy winning acting and legendary comedy to his signature fashion style and smooth dance moves,” White Claw marketing vice president Kevin Brady said in a news release.