White Claw falls into a sweet spot directly between the hypermasculine absurdity of Liquid Death canned water and the hyperfeminine inanity of White Girl Rosé
Like seemingly everybody else in America, I have spent the vast majority of this brutally hot summer sitting underneath a fan in my air-conditioned apartment and clutching a sweaty can of White Claw spiked seltzer. Available in flavors like mango, black cherry, and grapefruit, these slim cans of refreshing sparkling water are spiked with a potent 5% alcohol content, and they’re the hottest cold drink in the country.
Why people like White Claw isn’t really a mystery, especially during steamy summer months. It’s lighter and more refreshing than a beer, has less hangover-inducing sugar than a fruity sangria, and has a much more trendy connotation than wine coolers, a time-honored favorite of high schoolers. As Eater’s own Jaya Saxena notes,and wellness thanks to a low calorie and carbohydrate count, and being free of bogeyman ingredients like gluten and artificial flavors.
And it wasn’t as if Zima didn’t try to appeal to men, either. In early Zima commercials, a suave man in a white suit touts the beverage as “zomething different” than a beer or wine cooler, the kind of drink that will help you woo a woman at the bar with its sophisticated flavors. Anotherfrom 1998 depicts a man running away from a vicious dog.
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