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MARKETER OF THE YEAR 2019; White Claw No. 3

Dec 09, 2019 - Advertising Age

No. 3

The hard seltzer isn't just the hottest brand in alcohol. It's a pop culture force

It's hard to believe, but there was a time when White Claw had a demand problem. The hard seltzer struck national distribution deals with the likes of Sam's Club as it debuted in 2016, but languished on shelves.

"It didn't sell," says Sanjiv Gajiwala, who oversees White Claw as the senior VP of marketing at Chicago-based Mike's Hard Lemonade Co., a division of Mark Anthony Brands. "It was b...