The new campaign, made in collaboration with VCCP and titled 'Surf like no other,' features pro surfers Ivy Miller, Hunter Jones and Blair Conklin. The accompanying TV spot shows the three athletes surfing on a single board down a massive sand dune, shouting with joy.

We are White Claw We're inspired by the power, purity, and potential of ocean waves. It's no accident our logo is three dynamic crests converging, a legendary “White Claw” wave. It's a powerful reminder and pretty gnarly challenge to ourselves to live up to nature's high standards in everything we do.

Anthony von Mandl White Claw was created by Mark Anthony Group, run by Vancouverite Anthony von Mandl and also known for producing Mike's Hard Lemonade. The brand experienced tremendous growth after its introduction in 2016. Von Mandl told Forbes his U.S. business is estimated to deliver close to $4 billion in revenue in 2020.

In the US the alcohol is usually made by fermenting cane sugar or malted barley. Hard seltzer products outside of the US have been found to use either neutral spirit, or fermentation of fruit. The alcohol by volume is around 5% and the calorie-content is relatively low.

The Claw craze comes as young Americans seek healthier, lower-alcohol lifestyles. A 12-oz can of White Claw contains 100 calories and 2 grams of carbs – by comparison a Heineken has 142 calories and 11g of carbs. It is 5% alcohol, lower than the average of 12% for wine and average of 37% for liquor.

The brand explains that the name “takes its inspiration from the legend of the White Claw wave – when three perfect crests come together to create a moment of pure refreshment.”

This process means hard seltzer somewhat surprisingly falls into the beer category as a “flavored malt beverage,” rather than into a pre-mix category. However, hard seltzer is made from fermenting cane sugar or sugar with water, whereas beer uses malted grains as the primary source of sugar.

In terms of ingredients, White Claw Hard Seltzers are simply made from seltzer water, a gluten-free malted triple distilled alcohol base, and fruit flavor.

The Claw craze comes as young Americans seek healthier, lower-alcohol lifestyles. A 12-oz can of White Claw contains 100 calories and 2 grams of carbs – by comparison a Heineken has 142 calories and 11g of carbs. It is 5% alcohol, lower than the average of 12% for wine and average of 37% for liquor.

White Claw ™ Spirits Premium Vodka. The world's first Triple Wave Filtered ™ vodka. Filtered three times using the pressure equal to a 30-foot wave, it's vodka reimagined for a superior, smoother finish.

The Claw craze comes as young Americans seek healthier, lower-alcohol lifestyles. A 12-oz can of White Claw contains 100 calories and 2 grams of carbs – by comparison a Heineken has 142 calories and 11g of carbs. It is 5% alcohol, lower than the average of 12% for wine and average of 37% for liquor.

Both Truly and White Claw, the latter of which is now the best-selling hard seltzer, fall into the Flavored Malt Beverage (FMB) category, meaning its alcohol content is derived from fermenting sugar or grain, not from a neutral spirit like vodka.