In late 2020, Liquid was brought on to drive the launch of hard seltzer brand White Claw in Australia via earned media. The job was simple. Create disproportionate buzz with a multi-phased campaign driving hype and FOMO. Speaking to the right people with the right messages, a simple but hard working earned media office carved up a range of bespoke angles for each outlet, ensuring everyone got the story that was bang on for them.

White Claw is now the number two seltzer in Australia, with one in five seltzer purchases being White Claw