White Claw partners with American Express Presents BST Hyde Park

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World-leading hard seltzer brand White Claw has struck a new partnership with American Express presents BST Hyde ParkAEG Europe‘s leading festival that brings the best of live music to London each summer.

White Claw at BST

Building on last year’s wave of success, White Claw is expanding its festival presence with activations across American Express presents BST Hyde Park and Luno presents 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 2023.

Drinkers can enjoy White Claw’s vegan, gluten-free and low-calorie hard seltzer 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 Luno presents 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.

Michael Dean, Marketing Director UK at White Claw, said: “White Claw is the perfect match for festivals and events across the country, helping consumers to make the most of highly anticipated days out.

“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.”

Jim King, CEO of European Festivals at AEG Presents, said: “Our priority is delivering incredible experiences for the thousands of fans who come to our festivals each year, and this new partnership with White Claw is another great example of this.”

The partnership was forged between White Claw and AEG Global Partnerships, which oversees sponsorships across AEG’s global portfolio of assets.

Building customised marketing programs for established and emerging brands, AEG Global Partnerships has created some of the most iconic brand partnerships in the entertainment industry.

White Claw Shore Club experience will be appearing at the following festivals this summer: 

  • Glastonbury: 21 – 25 June
  • BST Hyde Park: 23 June – 9 July
  • Junction 2: 21 – 22 July
  • All Points East: 18 – 28 August
  • FLY Open Air: 16 – 17 September