Tequila, hard seltzers, and ready-to-drink (RTD) beverages are currently the three hottest trends in the beverage industry. With this in mind, the release of White Claw Tequila Smash by the Mark Anthony Group, a Tequila-based hard seltzer with juice, hitting the shelves in the US and Canada, meets all consumer demands.
Speaking about the rising popularity of Tequila, RTD cocktails, and seltzers, Tyler Gray, Chief Story Officer of the Mark Anthony Group, explained: “Tequila has never been more in demand, but even its enthusiasts often pair it with salt and lime or mask its flavor with sugar in Margaritas. That’s because Tequila has a unique taste that’s difficult to blend with most fresh fruit flavors.”
The Mark Anthony Group stated that it began researching a new type of Tequila-based beverage over three years ago. Sourced from Jalisco, Mexico, the Tequila is made from non-GMO blue weber agave grown on a family-owned organic farm and aged for at least six years. Discussing the launch, Gray said, “As the creator of the nation’s top-selling hard seltzer, White Claw has deep flavor expertise. So, we took on the challenge.”
This launch, which could be seen as a strategic move by the Mark Anthony Group, follows recent forecasts indicating the continued growth of the hard seltzer category. Additionally, the RTD beverage category is projected to reach $21.1 billion in sales by 2027 with an annual growth rate of nearly 15%. Moreover, the Distilled Spirits Council of the US reported that spirits increased their market share in the US over beer and wine for the second consecutive year, with Tequila being one of the fastest-growing categories by revenue, indicating a thriving category.
According to Gray, the Mark Anthony Group “began working on a more refreshing and inviting tasting Tequila drink over three years ago” and revealed that, as a result, “that challenge and our research led us to White Claw Tequila Smash,” which he insisted is “a combination of iconic White Claw flavors our fans know and love, plus additional notes of tropical fruits.” The new 5% ABV alcoholic beverage will be available in four flavors: White Claw Tequila Smash Strawberry Guava, White Claw Tequila Smash Pineapple Passion Fruit, White Claw Tequila Smash Mango Tamarind, and White Claw Tequila Smash Lime Prickly Pear.
Gray added: “Our flavor experts chose these specific aromas because they pair perfectly with Tequila, creating a light and refreshing beverage unlike anything else, especially in a can.”
