White Claw Teases Its Launch into New Zealand With ‘First Wave’ Concept Store

An initial seeding program of White Claw to well-known New Zealanders including dancer Lance Savali, pro surfer Ricardo Christie and singer Paige Tapara, resulted in an influx of enquiries, comments and questions from eagle-eyed Kiwis to the brand’s inboxes, demanding to know how they could get their hands on cans.

In response, White Claw has announced a concept store called ‘First Wave’ - open for a limited time to satisfy demand ahead of its imminent launch. First Wave opened its doors with a bang last night as White Claw hosted a special preview for VIP guests ahead of its public opening.

Situated in Newmarket, runs for one weekend only from April 5th to April 7th, and will stock the first-ever shipment of White Claw RTDs on New Zealand’s shores for fans eager to sample the iconic and refreshing taste. Visitors can expect to be immersed in the world of White Claw as soon as they enter the store, with its iconic black and white branding throughout, a resident DJ on the decks, a ‘Claw and Win’ machine and White Claw product, so visitors can take home their very own pack of four.

The launch campaign and concept store were conceived and executed by Special PR, briefed to drive hype and awareness of the White Claw ahead of its official launch in stores from the 19th of April.

Natasha D’souza, Senior PR sirector at Special PR says, “It’s not often you get to launch the biggest RTD brand in the world in New Zealand. We were keen to make sure we got people talking, theorising and having a good old gossip about how to get their hands on the famous White Claw, and ultimately giving them a fun and engaging way to do so before it officially lands in stores.”

Originally launched in Canada in 2016, White Claw quickly became the most iconic and ubiquitous RTD brand in the world, reaching cult-like status through an amalgamation of internet virality and meme culture, global media mentions, celebrity endorsement and worldwide demand.

It’s made from sparkling water, balanced with a pure alcohol base, under 100 calories and will initially be available in three flavours; Lime, Mango and Raspberry.

DB Breweries, senior marketing manager, Cormac van den Hoofdakker says: "White Claw certainly has a huge global fan base, and we know that Kiwis are very excited about its arrival on our shores. While we’re not in a position to launch White Claw nationwide until the end of April, we were keen to get people hyped about its arrival and give them a first, exclusive taste. The First Wave concept store was a clever way to make use of our advance shipment and get people sampling and engaging with the brand,” he adds.

White Claw’s First Wave concept store will offer curious speculators and fans of the brand a chance to experience White Claw before it officially hits the shelves nationwide from the 19th of April.