Shore Club

In the competitive hard seltzer market, White Claw needed to stand out - without a massive advertising budget. 

Enter: Shore Club. A community program that transforms the brand's role in consumers’ lives. Focused on engaging Gen Z digital natives – who craved real life connections - Shore Club connected the digital to the physical and brought people together IRL. It gives members the chance to get all-access tickets to gigs, unique merch drops, and connect with like-minded White Claw fans – a far cry from the standard points-based loyalty approach.

Launching at Coachella 2024, Shore Club quickly gained traction and now has over 750,000 members - and is poised to grow, by offering even more exclusive opportunities and deepening the bond between the brand and its loyal fans. By blending community-driven engagement with valuable rewards, White Claw will retain and push its hard-won position in the hard seltzer market.