America’s bubbly, fruity alcoholic seltzer burst onto the UK scene in the summer of 2020. But with pubs by and large closed, drinking culture wasn’t quite the same.

In 2022 White Claw was looking for fresh ways to promote its canned cocktail. To help spread the word, and promote the drink, I crafted some standout social content for them.

We found pockets of people to speak to with these USP-promoting posts, from the calorie-conscious to devout vegans. I wrote punchy, personality-packed headlines that promoted the core selling points of the hard seltzer.