White Claw Hard Seltzer announced its Super Sponsorship of South by Southwest (SXSW). This move marks a shift in consumer preference toward the growing hard seltzer market by coupling the growing beverage alcohol segment with a premier event that celebrates the intersection of music, film and emerging technologies, the company says. “We’re thrilled to bring White Claw to life at SXSW,” said Phil Rosse, president of White Claw Seltzer Works, in a statement. “This brand has been built through the great passion and celebration by our fans, connecting the brand to culture and sharing it through their social channels. We are excited to support SXSW, an event that has always been Ground Zero for innovation in culture and technology.”