After a summer of shortages for White Claw spiked seltzer, the brand’s parent company, Mark Anthony Brands, has pledged $250 million to help meet demand.
Anthony von Mandl, founder of Mark Anthony Brands, told attendees of the National Beer Wholesalers Association’s Annual Convention that this money will go torwards building out new and existing facilities.
In return, von Mandl asked retailers to set aside more space on their shelves for the fast-growing brand, along with other Mark Antony products: Mike’s Hard Lemonade, Cayman Jack, MXD, etc.
“This September alone, to date, our company’s depletions are plus-150%,” von Mandl reportedly said during the convention for beer wholesalers. “By the end of the year, we only expect to be behind publicly traded goliaths ABI, Molson Coors and Constellation in sales and profits.”
Together, White Claw and Boston Beer’s Truly comprise about three-quarters of the spiked seltzer market, with White Claw representing around 60%. Von Mandl did not expect the deluge of new spiked seltzer brands to upset that balance of power. As with energy drinks and soda, he anticipated, “There will be two major brands that control 85%, maybe 90%, maybe 95% of the business market.”
