White Claw: Beer Or Not? Sunday Shopping Conundrum

Alcohol purchasing laws vary from state to state in the US, with some states prohibiting the sale of liquor on Sundays, while others allow it. For example, in Texas, blue laws prohibit the sale of liquor on Sundays, while beer and wine can be purchased from 10 am to midnight. In North Carolina, beer can be purchased any day of the week, including Sundays after noon. White Claw, a popular hard seltzer brand, is considered a flavored malt beverage (FMB) and is taxed and sold in the same way as beer due to its production process and alcohol content. However, when industry analysts discuss hard seltzer brands like White Claw, they often place them in a separate category called beyond beer.

White Claw is a flavoured malt beverage, not a beer

White Claw is an alcoholic seltzer water beverage manufactured by Mark Anthony Group, introduced in 2016. It is made from a blend of seltzer water, a gluten-free malted alcohol base, and fruit flavour. The alcohol base is composed of 51% sugar, smaller amounts of yeast and nutrients, water, and trace amounts of "malted gluten-free grains". The exact recipe and methods are trade secrets.

The beverage has become extremely popular, especially in the summer of 2019, when it accounted for over half of all total hard seltzer sales in the United States. Its popularity has been driven by its relatively low calorie content (100 calories per 12-ounce can) and decent alcohol content (5% ABV). It has also been marketed as a healthier alternative to beer, with fewer calories and being gluten-free.

However, some people argue that White Claw should not be considered a replacement for beer. They believe that comparing White Claw to beer is like "comparing apples to oranges". Beer drinkers who switch to White Claw may be sacrificing flavour and complexity for a lower calorie count. Additionally, the drinkability of White Claw may lead people to consume more alcohol than they realise, potentially negating any calorie-related benefits.

It's sold and taxed like beer, but it's not marketed as one

White Claw is a flavoured malt beverage, or hard seltzer, that has been deemed the "drink of the summer". It is made from a blend of seltzer water, a gluten-free malted alcohol base, and fruit flavour.

Although White Claw is technically sold and taxed in the same way as beer, due to its production process and alcohol content, it is not marketed as a beer. In fact, in 2021, U.S. Customs and Border Protection (CBP) sought to reclassify White Claw in the Harmonized Tariff Schedule of the United States. Previously, it had been classified as "beer", to which no tariffs apply. However, the CBP felt that White Claw belonged in the category of "other fermented beverages", to which tariffs do apply. Their reasoning was that White Claw does not have the taste, aroma, character or appearance of beer, and is not named, sold or marketed as beer. This reclassification took effect on 1 August 2021.

Industry analysts typically place White Claw in a separate category to beer, often referred to as "beyond beer". This is despite the fact that, in terms of taxation and sales, it is treated as a beer.

White Claw's popularity has soared since its launch in 2016, and it has been compared to everything from vodka soda to a new IPA. However, it is neither of these things. It has been described as "one-dimensional" and "slammable", in contrast to "good" IPAs, which are considered "complex", "rich", "sweet and bitter", "carbonated and smooth".

White Claw's low-calorie content has also contributed to its popularity, with each 12-ounce can containing just 100 calories and 2 grams of carbohydrates. This has led some to believe that White Claw is a healthier alternative to beer. However, this is not necessarily the case. While White Claw is marketed as a lower-calorie option, the difference in calories between it and a typical beer is relatively small. For example, a 12-ounce can of White Claw contains 100 calories, while a bottle of Stella Artois contains 150 calories.

In conclusion, while White Claw may be sold and taxed like a beer, it is not marketed as one. It has carved out its own niche in the alcoholic beverage market, becoming the top-selling hard seltzer brand and accounting for over half of all hard seltzer sales.

It's low-calorie, with 100 calories per 12-ounce can

White Claw is a low-calorie alcoholic drink, with 100 calories per 12-ounce can. This is a key selling point for the beverage, which has been deemed the "drink of the summer", and it has seen a surge in popularity, particularly among millennials. The low-calorie count is appealing to health-conscious consumers, especially those who are looking for an alternative to sugary drinks or who want to cut down on calories without sacrificing alcohol.

The calorie count of White Claw is significantly lower than that of a typical beer. For example, a 12-ounce can of White Claw contains 100 calories, while a 12-ounce bottle of Stella Artois contains about 150 calories, as pointed out by nutritionist Denis Faye. This means that choosing White Claw over beer can save you around 40 calories per drink. However, it's important to note that the difference in calories between beer and White Claw is relatively small, and the focus should be on overall consumption rather than just the type of beverage.

The low-calorie count of White Claw is also important in the context of its drinkability. White Claw is known for being easy to drink, and its light and refreshing nature might lead to consuming more than one or two drinks. This could result in a higher overall calorie intake, potentially negating the benefit of choosing a lower-calorie option. Therefore, while White Claw's low-calorie count is appealing, it's important to consider the quantity consumed and the potential impact on overall health and weight loss goals.

In addition to its low-calorie content, White Claw also offers other nutritional benefits. It is gluten-free, making it a suitable option for those with gluten intolerance or celiac disease. The drink is also naturally sweetened with a small amount of pure cane sugar and contains no artificial ingredients or high-fructose corn syrup. This sets it apart from other alcoholic beverages that may contain large amounts of added sugars or artificial sweeteners.

White Claw's low-calorie count and other nutritional benefits have contributed to its success in the market. It has become the top-selling hard seltzer brand, with a significant market share. The brand's popularity has also led to the creation of Instagram fan accounts and a dedicated hashtag, further spreading its reach and influence.

It's gluten-free, with a malted alcohol base

White Claw is a gluten-free alcoholic drink with a malted alcohol base. It is made from a blend of seltzer water, a gluten-free malted alcohol base, and fruit flavour. The alcohol base, or "beer base", is composed of 51% sugar, trace amounts of yeast and nutrients, water, and small amounts of malted gluten-free grains.

White Claw is considered a flavoured malt beverage (FMB), and the alcohol in it comes from fermented sugars derived from malted gluten-free grains. It is important to note that the exact recipe and methods are trade secrets.

The gluten-free aspect of White Claw is particularly appealing to those who need to avoid gluten. This feature sets it apart from beer and positions it as an attractive alternative for those with gluten intolerance or coeliac disease.

In terms of taste and experience, White Claw differs significantly from beer. Joy Dubost, a dietitian and beer steward of the Master Brewers Association of the Americas, stated that comparing White Claw to beer is "worse than comparing apples to oranges". She suggested that mixed spirit beverages like vodka and juice would be a more accurate comparison.

While White Claw is technically sold and taxed similarly to beer due to its production process and alcohol content, it is generally categorised separately in the "beyond beer" or "other fermented beverages" category.

It's not necessarily healthier than beer

White Claw is often marketed as a healthier alternative to beer, and it's true that it has a relatively low-calorie content (100 calories per 12-ounce can) and decent alcohol content (5% ABV). However, it's important to remember that the difference in calories between White Claw and beer is not that significant. For example, you would only save about 40 calories by choosing a White Claw over a bottle of Stella Artois, which contains approximately 150 calories.

The idea that White Claw is a healthier option than beer also assumes that people are directly substituting one for the other. However, the high drinkability of White Claw could mean that people end up consuming more than they would have with beer, thus negating any potential calorie savings. In addition, because White Claw doesn't make you feel as full as beer, it may be easier to unknowingly eat more, which could also impact your overall calorie intake.

Furthermore, weight loss and overall health are about more than just calories. Alcohol, in any form, can affect your waistline and overall health due to its impact on sleep, hormones, digestion, and other body functions. As Denis Faye, M.S. states, "Alcohol is still a poison any way you look at it, and you can still get fat from excess alcohol." Therefore, the focus should be on moderation and drinking in moderation, regardless of whether you choose beer or White Claw.

In conclusion, while White Claw may have a slightly lower calorie count than beer, it is not necessarily a healthier option. The comparison between the two drinks may be flawed, as they have different ingredients and appeal to different preferences. As Joy Dubost, a dietitian and beer steward, states, "To compare White Claw to beer is worse than comparing apples to oranges." Ultimately, the choice between White Claw and beer comes down to personal preference and moderation.

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