White Claw enters spirit biz with the launch of first-of-its-kind vodka

White Claw is a known maker of hard seltzer, which is considered the no. 1 selling brand in the country. Now it has announced its venture into the spirits line as it shifts away from hard seltzers.

White Claw unveiled its new White Claw Premium Vodka, which was described as the first Triple Wave Filtered vodka in the world. This is a first-of-its-kind vodka because it is the first to use a unique kind of filtration process where immense pressure that is equivalent to three 30-foot waves is applied to produce a vodka with distinctive taste, aroma, and smoothness.

White Claw said it invented this new method of filtering a vodka to achieve a "minimal yet complex combination of aromas and sensations." The company also said on Tuesday, March 21, that its new vodka line would offer regular and premium flavored alcoholic drinks, and as per CNBC, the White Claw spirits have an alcohol content volume ranging from 30% to 40%.

Customers can buy the new vodka line from the hard seltzer maker in various flavors such as blackberry, mango, and pineapple. There will also be the unflavored option which will be available in select markets across North America.

"We believe that quality vodka shouldn't be defined by what it lacks, and we seized the enormous opportunity to create a distinctive spirit," The Mark Anthony Group of Companies founder and chief executive officer, Anthony von Mandl, O.C., O.B.C. said in a press release. "Innovation has been at the heart of everything we do for 50 years."

He added, "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."