GROWTH BRANDS
White Claw Hard Seltzer this past April launched the “ Grab Life By The Claw ” global brand platform and U . S . ad campaign to encourage consumers to seek out connections .
The brand this past April announced a new global brand platform and U . S . ad campaign , inspiring people to " Grab Life By The Claw " and seek out connections . " The White Claw brand exists to refresh social connection , and with this new platform and U . S . campaign we intend to inspire our fans to say ' yes ' to getting out there and experiencing something spontaneous and inspiring together ,” says Isabelle Sakai , global chief marketing officer at Mark Anthony Brands International .
TAPPING INTO BRANDING OPPORTUNITIES
Molson Coors had two very different
Top sales driver Heineken 0.0 . — an alcohol-free malt beverage — launched in early 2019 .
brands within the top sales drivers in Coors Light and Blue Moon . Coors Light is the fastest-growing premium light beer , says Nels Larsen , Molson Coors vice president national accounts , on-premise .
The brand gained share during the pandemic , as consumers went back to their core brands , he notes . Coors Light was also recognized by our survey participants for Best Advertising & Promotion .
Both Coors Light and Blue Moon have benefited from a solid year on-premise , Larsen says . Blue Moon – a Belgian-style witbier — pairs well with many different foods , especially dishes that feature citrus flavors such as Mexican and Thai dishes , he says .
An updated tap handle that reinforces its branding , plus an investment in educating waitstaff , also boosted Blue Moon on-premise , according to Larsen . ( Molson Coors is our Beer
Michelob Ultra was the exclusive beer sponsor of Team USA for the 2024 Summer Olympics .
Supplier of the year ; for more on the company ’ s winning strategies , promotions and activations , see page 17 .)
Heineken also had two quite different brands among the top sales drivers : The Mexican beer Dos Equis , and the nonalcoholic Heineken 0.0 . The company launched Heineken 0.0 . — an alcohol-free malt beverage with 69 calories per bottle — in early 2019 . The non-alcohol beer segment was already growing around the world and has increased considerably in the past five years .
The brand announced in August that it would celebrate moderation at the 2024 US Open by transforming Heineken 0.0 into “ L0VE . L0VE .” The limited-time cans available exclusively at the US Open comes not just as an homage to a starting 0 score in tennis , which is referred to as a “ love ,” but also a metaphor for the growing appeal for non-alcoholic beer , the company says . •
16 Beverage Dynamics • Fall 2024 www . beveragedynamics . com