White Claw had one too many...

White Claw, the hard seltzer made popular by women having pool days everywhere, announced a new product.

If you’re thinking, “Oh! A new and unique flavor of what they’re already great at? Cool!”

Wrong. That would make too much sense.

White Claw is debuting a non-alcoholic White Claw. Which would make it…. just a seltzer?

Now, you’d be hard-pressed to find someone who loves a good mocktail more than us.

It’s just that, do we not already have plenty of minimally flavored fizzy waters?

Is it not enough to just be the best at something and let someone else be the best at the other thing?

In the quest to answer my own questions, I did a little deep dive into what the company’s motivation to enter the ‘flavored water that is barely better than plain water’ space is.

What I found was that they have been paying attention.

Gen Z have been trailblazers in sober living, as terms like “sober curious” and “damp” take social media by storm. As a generation, they drink about 20% less than millennials. It’s wild to believe that it took us this many years to realize alcohol is literally poison, but better late than never.

So, like, I guess I get it? Big fan of the context I found, still not a fan of White Claw’s pivot.

Here's why:

70% of the world could be sober king and queens, dry as a bone, and they could still just be the go-to drink for the other 30%.

You don’t have to do everything. Neither do I. It’s so freeing..

If you’re faced with the cross roads of making something new or making what you have better: always lean towards the latter.

It's insane, and you won't believe this, but White Claw didn't ask me my opinion. So the new booze-free beverage is slated to roll out at retailers on January 1, 2024.

I’m sure what everyone will want to do after a few actual White Claws on NYE is grab a sister White Claw in the same can but with electrolytes 🥴

Staying in your lane and being the go-to girl for one thing is a flex. Don’t you forget it.

Xo, The Salesgirls

PS. If you're intrigued by the idea of testing out sobriety, our friend and client wrote a best-selling book about controlling alcohol.