Well, America, are you happy? Your summer shenanigans on the boat, or the beach, or your own backyard, have depleted stocks of White Claw hard seltzer around the country. It was truly the summer of White Claw, now gone but memorialized forever on Instagram. At least the shortage didn’t start until the weather began to cool down.
Though I’m positive news of White Claw’s dwindling stocks sent some dedicated summer drinking enthusiasts spiraling (after all, it’s not cold quite yet), there’s no need to have a full scale panic attack yet: White Claw isn’t gone for good.
“We are working around the clock to increase supply given the rapid growth in consumer demand,” Sanjiv Gajiwala, White Claw’s senior vice president of marketing, said in a statement to CNN.
Though the company didn’t specify when it expected stocks to return to normal, you can rest assured that by the time the weather warms up again, your local liquor store will once again be carrying White Claw — probably even before.
Hard seltzer, and White Claw in particular, took over the alcoholic beverage industry this summer. According to CNN, sales of White Claw grew 283 percent this July alone. The fruit-flavored carbonated beverage is easy to drink, and low in sugar and calories, giving it a near-universal appeal. I shamelessly drank it on the beach all summer; it would probably be a challenge to find anyone who didn’t.
If there was ever a time for a spiked seltzer shortage, it’s now. Fall is the season of cider and red wine. A bubbly, colorful can of ice-cold White Claw doesn’t really fit the vibe. If you’re still clutching to the last vestiges of summer, the shortage might be a tad more distressing. Take heart. Hard seltzer brands like Truly and Bon & Viv (which you’ll recognize from its dual mermaid mascot) are still in full supply. Hard seltzer lives, and with it, the dream of an endless summer.