White Claw announces new partnership with BST Hyde Park

Leading global hard seltzer brand White Claw has announced its new partnership with BST Hyde Park, AEG Europe’s leading festival that brings the best of live music to London each summer.

Building on last year's wave of success, White Claw is expanding its festival presence with activations across BST Hyde Park and All Points East. With a 60-date summer line-up at festivals across the UK, the company is rapidly growing its reputation as the festival drink of choice.

Manufactured by Ireland-based Mark Anthony Brands International, the alcoholic sparkling water brand will provide refreshment for thirsty fans at London’s BST Hyde Park from 23 June to 9 July. Drinkers can enjoy White Claw’s vegan, gluten-free and low-calorie hard selzer while listening to iconic artists including Bruce Springsteen, BLACKPINK, P!nk and Guns n’ Roses.

Positioned at the heart of BST Hyde Park, White Claw’s brand-new ‘Shore Club’ bar experience will provide an exciting new destination for fans looking for refreshment on hot summer days. The bar will be fitted with a 4D wave experience, beach club seating and have a raised viewing floor, offering the perfect spot to watch and be entertained.

Now in its tenth year, BST Hyde Park is set to see hundreds of thousands of music fans flow through its gates. The White Claw bar will also be open outside of festival days, with staff prepared to provide passers-by with a can-in-hand for picnics in the park and al-fresco fun throughout the summer months.

The brand will return to All Points East in August, and will also be turning up at the bars of Houghton, Junction 2 and Fly Open Air, as well as another 30 festivals up and down the country.

White Claw’s expanded presence at UK festivals follows a successful second year at Austria’s Snowbombing Festival in April, the brand’s first festival in the 2023 season, where White Claw was the best-selling beverage product, outselling beer two-to-one.

“White Claw is the perfect match for festivals and events across the country, helping consumers to make the most of highly anticipated days out,” Michael Dean, marketing director UK at White Claw, commented.

“We’re super excited to return for our third year in the UK but this time bigger and better with White Claw Shore Club at BST Hyde Park and All Points East. Our fans want to be at the heart of music and culture so where better to enjoy a refreshing White Claw than at a festival, listening to your favourite artists.”