White Claw has launched a duo of tequila-based RTDs in the UK.
Tequila Smash Strawberry Lime and Tequila Smash Mango Passion Fruit have landed in Sainsbury’s, Tesco, Waitrose, Morrisons and Co-op (rsp: £2.50/250ml).
The 5% abv RTDs contain 100% agave blanco tequila from Mexico with real fruit juice and sparkling water.
The combination would “smash expectations of how tequila can taste”, White Claw predicted.
“We’ve always pushed boundaries when it comes to flavour, and with White Claw Tequila Smash we’re rewriting the rules once again,” said Michael Dean, UK marketing director UK at White Claw.
“We think people have been hiding away from the taste of tequila for too long, whether it be smothering it with salt, sugars, and artificial fruit flavours. With Tequila Smash, we’re elevating flavour to smash your tequila experience – clean, vibrant and ready to be enjoyed to refresh social connections.”
The NPD is White Claw’s latest attempt to expand beyond its hard seltzer heartland, where it makes up over 80% of the total category value.
In September, it gave a UK launch to a quartet of White Claw Vodka lines that originally debuted in the US in 2023.
Read more: White Claw’s vodka extension is another sign of hard seltzer’s demise
Around the same time, it applied to register the term ‘Clawtails’ with the UK Intellectual Property Office under class 33, covering prepared alcoholic cocktails.
Clawtails have since debuted in the US in Strawberry Cosmo, Mango Margarita, Blackberry Mojito and Tropical Mai Tai.
They are described by the brand as “an innovative premium malt beverage” made using its patented “Cold Wave Filtered” production method.
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