White Claw, a brand of The Mark Anthony Group of Companies, announced the launch of new White Claw Premium Vodka, a triple wave filtered vodka. The filtration process uses tremendous pressure equal to three 30-foot waves to create a vodka with distinctive taste, aroma, and smoothness, according to the company.
White Claw Premium Vodka takes advantage of a change in regulations that for years made vodka tasteless by law in America. The Alcohol and Tobacco Tax and Trade Board (TTB) required the spirit to be “without distinctive character, aroma, taste, or color,” so American vodka was engineered to be the same, neutral at best, the company says. In 2020, regulators changed the rules to allow for distinction. After years of work creating a remarkable filtration technology, White Claw is ushering in a new era in American vodka, it states.
“We believe that quality vodka shouldn’t be defined by what it lacks, and we seized the enormous opportunity to create a distinctive spirit,” said Anthony von Mandl, O.C., O.B.C., founder and CEO of The Mark Anthony Group of Companies, in a statement. “Innovation has been at the heart of everything we do for 50 years. We disrupted the industry, creating an entirely new taste in the hard seltzer category with White Claw by bringing new thinking, technology breakthroughs, and our unmatched iconic flavors to market. The same innovative spirit and technological know-how inspired the creation of our premium vodka — we believe the vodka category is ready for its White Claw moment.”
While the full process behind it is a secret, White Claw Premium Vodka is made with 100% American grain and distilled five times in columns with copper plates. It is triple wave filtered — named for the use of immense pressure equal to three 30-foot waves — which has the same smoothing effect on vodka that ocean waves have on stones and shells, according to the company. And it is filtered through activated carbon from charred coconut shells. Each bottle of White Claw Premium Vodka is carefully bottled in Kentucky and embossed with the White Claw logo.
The result is a minimal yet complex combination of aromas and sensations in the mouth and nose — subtle notes of citrus at first, then grain, then a velvety finish, the company says. Along with the creation of a new process, White Claw also came up with a new way to describe the premium vodka: it’s the “smooovest,” it adds.
“We spent almost a decade researching and developing a new way to show drinkers what complexity looks, tastes, and feels like within the minimalist experience of vodka,” von Mandl added. “We created one of the most complex production processes of any vodka in the world to produce a vodka unlike any other.”
As part of its expansion into vodka, White Claw also announced the launch of its new ready-to-drink White Claw Vodka + Soda, because better vodka makes for a better vodka + soda, it states. The new 100-calorie canned cocktail is made with the same triple wave filtered White Claw Premium Vodka that is in the bottles. The vodka’s velvety finish is designed to bring out the fruit flavors in White Claw Vodka + Soda Pineapple, Peach, Wild Cherry, and Watermelon varieties, it says.
Available in select markets across North America, the White Claw vodka portfolio will include the following:
• White Claw Premium Vodka (40% ABV) is available in 1-liter, 750-ml and 50-ml bottles.
• White Claw Flavored Vodka (30% ABV) is available in White Claw flavors Mango, Black Cherry and Pineapple in 1-liter, 750-ml and 50-ml bottles.
• White Claw Vodka + Soda (4.5% ABV) is available in the United States only in Pineapple, Peach, Wild Cherry and Watermelon flavors in 12-ounce slim cans included in variety eight-packs and single flavor four-packs.
