White Claw Hard Seltzer launched in the UK in mid-2020 — its first market outside North America — entering a category effectively unknown to British consumers. Terrier Agency built a micro-influencer gifting campaign to introduce the brand to health-conscious, outgoing young adults from a standing start.
Using competitor analysis and interest-based targeting, we recruited influencers in waves across the UK, delivering 148 gifted collaborations spanning Instagram, blogs and YouTube, with a combined following of 2.6 million. Content focused on White Claw’s new UK flavours, and the strongest creator posts were amplified across the brand’s own channels.
Seeing real people genuinely enjoying the drink gave White Claw the credibility it needed to establish hard seltzer as a relevant choice for UK audiences.
Introducing an Unfamiliar Category to a New Market
Launching an alcohol brand into a market where the category itself is unfamiliar means the campaign has to do two jobs at once — introduce the product and the format it belongs to. Terrier’s process combined competitor analysis with interest-based targeting to find creators already close to the health-conscious, outgoing audience White Claw wanted, then recruited in waves across the UK rather than all at once, keeping quality consistent as the roster grew and platform alcohol policy checked at every stage.
What 148 Gifted Collaborations Built From Zero
148 gifted collaborations reaching a combined following of 2.6 million is a visibility figure for a brand entering the UK from a standing start, not a sales number — what it shows is how much of the target audience saw real people trying the drink for the first time. Amplifying the strongest creator posts across White Claw’s own channels then extended that same content beyond the original creator audience, on top of the reach already generated.
