In a significant shift within the beverage industry, Lion Australia and Mark Anthony Brands International (MABI) have announced the termination of their distribution agreement for White Claw, effective August 1, 2025. This decision marks a pivotal moment for both companies as MABI aims to establish its own presence in the Australian market while Lion focuses on its own ready-to-drink (RTD) product line.
Key Takeaways
- Lion and MABI will end their distribution agreement for White Claw on August 1, 2025.
- MABI plans to build its own brand presence in Australia, expanding its portfolio of consumer-centric brands.
- Lion may continue as a local manufacturer of White Claw products post-agreement.
- Both companies acknowledge their successful partnership in growing White Claw’s market presence.
Background of the Agreement
The partnership between Lion and MABI has been instrumental in the growth of White Claw in Australia, where it has become the leading hard seltzer brand. The decision to end the distribution agreement comes as MABI seeks to expand its operations and brand portfolio in the region. Richard Dillon, divisional president of MABI, emphasized the company’s commitment to establishing a strong foothold in the Australian market, leveraging its status as the number one RTD company in North America.
Future Plans for MABI
MABI’s strategy includes not only the establishment of White Claw in Australia but also the expansion into the non-alcoholic sports drink segment through its joint venture with football star Lionel Messi, branded as "MAS+ by Messi." This diversification aims to fuel category growth and broaden MABI’s consumer-centric offerings.
Lion’s Commitment to RTD Products
Lion’s managing director, James Brindley, expressed gratitude for the partnership with MABI and reiterated Lion’s focus on enhancing its own RTD product line. The company plans to invest in innovation and consumer insights to drive growth in its portfolio, which includes popular brands like Kirin Hyoketsu, Four Pillars, and James Squire Whisky.
Transition Period
Until the end of the current agreement, Lion will continue to operate as the seller, marketer, and distributor of White Claw products. During this transition period, MABI will prepare for its independent launch in Australia, engaging with industry stakeholders to ensure a smooth entry into the market post-August 2025.
Conclusion
The end of the distribution agreement between Lion and MABI signifies a new chapter for both companies. As MABI sets out to establish its own brand presence in Australia, Lion remains committed to its RTD business, focusing on innovation and growth. This strategic shift reflects the evolving landscape of the beverage industry and the increasing competition in the ready-to-drink segment.
Sources
- Lion to discontinue White Claw distribution – Inside FMCG, Inside FMCG.
- Lion ends White Claw distribution. Owner MABI to establish Aus presence – Drinks Trade, Drinks Trade.
- Lion and Mark Anthony Brands end White Claw Deal – The Shout, The Shout.
- White Claw & Lion end their distribution agreement – Drinks Digest, Drinks Digest.
- Exploring the Rise of Hard Seltzer: A Refreshing Trend in Beverages - January 27, 2025
- Hinny Hard Seltzer Partners with Amerks to Elevate Game-Day Experience - January 27, 2025
- Lion and Mark Anthony Brands Part Ways: White Claw Distribution Agreement Ends - January 27, 2025
