Mark Anthony Brands International (MABI) and Lion have taken the decision to not renew the current distribution agreement for White Claw in Australia, which will now end on August 1, 2025.
While the distribution agreement will end, both companies are looking at Lion staying on as the local manufacturer of White Claw. MABI said it was ending the distribution agreement with Lion as it looks to build its own presence in Australia.
MABI Divisional President, Richard Dillon said: “As the number one RTD Company in North America, MABI will establish our own presence in the Australian market, with a view to widening our portfolio of consumer centric brands to fuel category growth.
“MABI will also expand into the non-alcoholic sports drink segment via “MAS+ by Messi”, our joint venture between Mark Anthony Brands and Lionel Messi.
“Mark Anthony Brands International will begin to engage with industry stakeholders, with the focus on activities post 1, August 2025.”
Lion’s Managing Director James Brindley said after enjoying a strong partnership with MABI, Lion would continue to focus on its own RTD brands.
“Lion is committed to supercharging our RTD business with a compelling portfolio of Lion-owned RTD brands, including Kirin Hyoketsu, Four Pillars and James Squire Whisky – and an exciting innovation pipeline backed by consumer and market insights, and customer cocreation sessions,” Brindley said.
“We have enjoyed a strong partnership with Mark Anthony Brands International and wish them every success for the future.”
Dillon added: “Both Mark Anthony Brands International and Lion have played a big role in the growth of White Claw in the Australian market – White Claw is the number one Hard Seltzer and a top 10 Light RTD player.
“Mark Anthony Brands International recognises and is thankful for the hard work and resource that Lion has invested into the White Claw brand to achieve its success in the market.”
Lion will continue to operate as usual as the seller, marketer and distributor of White Claw products, up until August 1, 2025.
