“White Claw Hard Seltzer’s new line of vodkas and canned cocktails have been well-timed to capitalize on summer beverage consumption, but the brand is doing more to link their products with summertime,” said Harris Poll CEO Will Johnson. “White Claw’s recent sponsorship of live events has potentially tied their brand identity with festival season and summer fun in the minds of consumers.”
White Claw is in the middle of sponsoring a slew of U.K. music festivals, including London’s British Summer Time Hyde Park. It also sponsored Austria’s Snowbombing Festival in April.
Conducted quarterly, the Ad Age-Harris Poll ranks brands by how much their equity has changed with Gen Z—that is, how much this generation’s perception of these brands is changing from quarter to quarter. It surveys U.S. consumers ages 18-24; younger members of Gen Z are unable to answer without adult supervision, so are excluded from the analysis.
Other brands cracking the top five in the second quarter include Kind Bar, Pandora Jewelry, La-Z-Boy and Philadelphia Cream Cheese.