White Claw launches non-alc variant
White Claw, a brand synonymous with the hard seltzer boom, has taken a surprising turn by launching White Claw 0%. The line features four flavors, each a non-alcoholic twist on some of White Claw’s most popular seltzers. The launch has garnered primarily negative reactions from the CPG community. Experts Andrea Hernandez and Nate Rosen, for example, expressed criticism, suggesting that the non-alcoholic market has lost the plot and that “we can only go down from here.” Our Dry Atlas community is more open to such extensions from Big Alcohol brands, with 63% saying their entry into non-alc is a good thing: “Whether we like it or not, Big Alcohol’s endorsement of NA de-stigmatizes the choice to stay sober for a night, a week or a lifetime.” Time will tell whether consumers will embrace or reject White Claw’s foray.
Little Saints removes CBD
Little Saints has reformulated its plant-based mocktails, removing CBD and pivoting to a more potent organic reishi mushroom extract. Their reishi mushroom extract is nearly 700 times more potent than average reishi powder, promising an effective relaxation experience for consumers. Early feedback has been enthusiastic, with tasters commending the enhanced flavors and the positive effects of the revamped mocktails. The new formulation also comes at a more accessible price point, with a 12-pack now available for $60, a reduction from the previous $66. Founder Megan Klein cited “the nonsensical hurdles that continue to surround CBD” as one challenge with her prior formulation.
Diageo champions moderation with new campaign
Diageo has launched a new campaign focused on promoting moderate drinking. This initiative is part of their broader corporate responsibility plan, “Society 2030: Spirit of Progress,” which aims to change the way the world drinks for the better. The campaign seeks to break outdated perceptions about responsible drinking and moderation, emphasizing that it’s possible to savor every moment of an occasion without compromising on fun. The campaign offers practical tips for moderate drinking, such as staying hydrated, spacing alcoholic drinks with glasses of water, measuring alcohol servings accurately, choosing non-alcoholic options, and pausing for food to slow down alcohol absorption.
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