How woke is White Claw?

Introduction

White Claw has made a splash in the beverage world since its launch in 2016, becoming a go-to for those seeking a refreshing, low-calorie alternative to traditional alcoholic drinks. But there’s more to White Claw than just its popularity. 

Produced by the Mark Anthony Group, White Claw is deeply embedded in woke culture. From its inclusive marketing to its alignment with progressive causes, White Claw appeals to the socially conscious consumer. Let’s look into what makes this brand tick from a woke perspective.

Financial Contributions to Progressive Causes

When it comes to financial contributions, White Claw’s parent company, Mark Anthony Group, has a modest track record. Individual members donated $648 in the 2024 cycle, primarily to Democratic candidates. However, there are no records indicating whether White Claw itself makes donations to progressive causes.

Prioritization of DEI Policies

White Claw’s stance on Diversity, Equity, and Inclusion (DEI) remains uncertain. There is no publicly available information on specific DEI policies, suggesting they may not exist or are not openly shared.

Mandatory Training Sessions

White Claw does not publicly disclose any information about employee training on social topics. The existence, nature, and extent of such training within the company are unknown.

Support for LGBTQ+ Initiatives

White Claw’s support for the LGBTQ+ community is vibrant. They use their social media platforms to celebrate Pride with callouts like: “There’s no such thing as being extra in June. DIY the rainbow with our colored can tabs, and pop off for Pride!” and “Tabs off to everyone who brings a wave of Pride”.

They’ve also shown up in queer sports leagues and events, showing their support for the LGBTQ+ community.

By engaging both online and offline, White Claw reinforces its position as a genuine ally to the LGBTQ+ community.

Marketing and Branding

White Claw’s marketing and branding are where their woke credentials shine the brightest. Their gender-neutral marketing avoids traditional stereotypes.

An article by The Washington Post called “The key to White Claw’s surging popularity: Marketing to a post-gender world,” quotes

Sanjiv Gajiwala, vice president of marketing for White Claw: “When the brand launched in 2016, the idea behind it was that the traditional worlds depicted in beverage marketing had pretty much gone extinct. White Claw would be the drink of the new gender norms, of the kinds of “group hangs” that define young people’s social lives.”

White Claw’s marketing centers on its distinctive slim can, with people taking a secondary role in ads and social media, emphasizing a broad and inclusive appeal.

Conclusion

White Claw’s commitment to woke values is evident through its inclusive marketing strategies and dedication to the LGBTQ+ community. Although the company does not appear to make large donations to progressive causes or mandate DEI training sessions, its overall approach resonates with consumers who prioritize socially conscious brand messaging, and the woke agenda.