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Library/Trend & aesthetic/White Claw summer
Grade B20 sourcesHIS-01401

White Claw summer

Trend & aesthetic · 2019 · Notable

42Editable slideCertificate

Wallace's White Claw sketch topped 20 million Facebook views during the summer.

Original · Trevor Wallace

Truly

@trulyseltzer · Jul 10, 2019

.@Trevwall Heard you’re in a bit of a hard seltzer situation. Some people really know how to kill a buzz, but we’re here to help. The legal advice is covered and the Mango Truly is ice cold. DM us for details. #NoRulysWhenYoureDrinkingTrulys

59816
Post · @trulyseltzer on X

Portland (ME) Police

@PolicePortland · Aug 20, 2019

We have been made aware of a popular saying “ain’t no laws when you’re drinking claws”. To clear the air: here in Portland, laws still apply even when you’re drinking claws. Or drinking anything else. RT to keep your “bros” out of trouble

2.8K81
Post · @PolicePortland on X
White Claw Natural Lime cans
White Claw Hard Seltzer / PR Newswire
White Claw variety packs at Walmart, January 2026
Ktkvtsh / Wikimedia Commons
A Black Cherry White Claw can by a fire
CNN Business
White Claw cans in four flavours with fruit
CBS News
Stacked White Claw cases in a store
CNN Business
Three White Claw flavours side by side
Bloomberg (via Fortune)
White Claw cans in a wooden crate
VinePair

Spread Score

How it works
Reach38Contagion45Breadth50Velocity18Longevity5642

Numbers

Seed to peak proxy
2 months
Jun 25 ’19 to Sep 6 ’19
Platforms
6
Started on YouTube
Leverage
75×
$833.6M on $11.1M media spend

Mechanics

  • CatchphrasePrimary
  • Identity badge
  • Platform jump
  • Press loop
  • Sell-out loop

How it spread

Trace the origin

Wallace's sketch supplied a catchphrase for White Claw memes and merchandise. Instagram users and rival Truly repeated the joke. Retailers reported shortages by August; September's shortage report serves as a peak proxy.

Proxy date; not a directly measured attention peak.

Google searchesMay ’19JulAugSepOctNovDecJan ’20Peak proxyRetailYouTubeOpen webXPressInstagram
RetailYouTubeOpen webXPressInstagram

12 more events on this chart

Join free to see them

Timeline (15)

  1. April 2019

    White Claw precursor · Apr 22 ’19

    White Claw announced a Kentucky Derby sponsorship with merchandise and a Snapchat filter.[1]

    Open the first post ↗

  2. June 2019

    Trevor Wallace seed · Jun 25 ’19

    Wallace posted *drinks White Claw once*, including the line about no laws when drinking Claws.[2][3]

  3. July 2019

    White Claw owner response · Jul 10 ’19

    White Claw's legal team stopped Wallace's slogan-shirt sales; buyers received refunds.[3][4]

    White Claw cans in a wooden crate

  1. platform jump · Jul 10 ’19

  2. press · Jul 11 ’19

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Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 13 sourced numbers and 20 sources. Start with a free account.

Join freeGo Pro
Origin
Mixed
Sector
Food & beverage
Region
US
Reported figure
—
Evidence
Grade B

Spread the same way

Trend & aesthetic · Instagram · 202244

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Zola Ganzorigt and Hailey Bieber

A celebrity manicure spread through DIY tutorials; Yelp reported 125% search growth.

288K derivatives

1 / 8

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New cases, every week

How the next thing spread, the week it does.