Next weekend sees hard seltzer brand and would-be party starters White Claw launch a pop-up “Claw-ner Shop” in Shoreditch, a space they say is dedicated to the UK’s love of house parties. It will also be free, though ticketed.
Leaning into the British corner shop tradition, the neon-lit White Claw space will feature a roster of famous faces as shopkeepers over the weekend, with hard seltzers on offer throughout. These, as with all stock, will be free, though items will be limited per customer. The limitations have yet to be confirmed.
With pre-drinks (aka pres) a huge part of UK house party and nighttime culture, White Claw commissioned research into what makes an ideal pre and an ideal house party. It found 80 per cent of people prefer getting ready together as a group, and 40 per cent say that the best memories are made at pres.
Topping the research list of “essentials” for a good pre-drinks was finding the right refreshments, with a well-curated playlist coming in second. White Claw have tapped London-based DJ Hayley Wallace of dance music collective Defected to curate the ultimate house party playlist.
Beyond shifting a few crates of hard seltzer, the weekend long pop-up is set to sell all kinds of party paraphernalia, from snacks and party cups to disco balls and more.
White Claw marketing director Michael Dean noted: “We’re here to help put good house parties back on the map with the launch of ‘The Claw-ner Shop’, hosted by a White Claw favourite as our surprise guest, that will have everything customers need to supercharge their house parties”.
