Personal Brand & Positioning
Why did White Claw grow so fast?
Answered independently in 2 episodes, by 2 different people. Every line below is verbatim from the transcript, timestamped to the moment it was said.
The short answer
What the archive says
01Cross-gender appeal is a growth engine: guys started drinking White Claw because their girlfriends already were, and mōcean deliberately over-indexes with women 53/47 because women are typically the household buyers. source →
02Virality can outrun paid marketing — Trevor Wallace's "there are no laws when you're drinking Claws" was unpaid, and the marketing team seeded a fake White Claw definition in Urban Dictionary. source →
In their words
What 2 people actually said
When Reebok got to nearly a billion, I got to four billion, it's just a machine. There is no excitement, that is now becoming a corporate entity, which does things and continues to grow.
He is the CEO and founder of Motion Drinkworks. We're talking his time with Blue Moon and, of course, White Claw. The business lesson, you ride the wave, baby, and you grow and you got to make enough and you make it and everything has its peak.
The episodes
2 episodes answer this
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