New Acquisition Finnish Long Drink A “Strong Strategic Fit” For Mark Anthony
Earlier this year, Mark Anthony Brands agreed to acquire fast-rising spirits-based RTD The Finnish Long Drink for an undisclosed sum. The Finnish Long Drink earned Impact “Hot Brand” honors after jumping 23% to 3.3 million 9-liter case equivalents in the U.S. last year. Since 2022, it has more than tripled in size. Mark Anthony Brands’ U.S. president David Barnett tells SND the newly acquired brand fits nicely in a portfolio that includes stalwarts like White Claw, Mike’s Hard Lemonade, and others.
“Long Drink was a strong strategic fit because it combines a distinctive product, authentic heritage, and a passionate consumer following with significant runway for growth,” Barnett says.
A gin-based cocktail inspired by Long Drinks from the 1952 Olympics in Helsinki, Finland, Finnish Long Drink launched in 2018. The flagship is a traditional citrus flavor at 5.5% abv. The Finnish Long Drink also offers a Strong Citrus variant at 8.5% abv, and Cranberry, Peach, and Raspberry flavors (5% abv each). Last year, a zero-sugar variety pack was added to the lineup, including Zero Sugar Citrus, Peach, and Pineapple variants that are each 99 calories and 5% abv.
Prior to the acquisition, Mark Anthony already supported Long Drink’s expansion into Canada. “While we’ve primarily built brands organically, we’re open to strategic acquisitions when they align with evolving consumer preferences and represent opportunities where we can add value, and Long Drink is a great example of that,” Barnett says. “It strengthens our portfolio in a complementary space, allows us to reach new consumers and occasions, and supports our broader diversification strategy.”
The acquisition of the spirits-based Long Drink gives Mark Anthony a significant foothold in the fastest-growing part of the beverage alcohol market, complementing its malt-based stable of brands. According to Impact Databank, Mark Anthony ranks as the fourth-largest beer and flavored malt beverage marketer in the U.S. at approximately 105 million (2.25-gallon) cases.
White Claw hard seltzer accounts for nearly 80 million cases of that volume. While White Claw overall slipped 3.5% last year, the brand saw strong performances from White Claw Surge (8% abv) and White Claw Clawtails 7% abv), both of which earned Impact “Hot Brand” awards. Surge topped 9 million cases on 12% growth, while Clawtails hit 1.2 million cases in less than a full year on the market.
Available in 12-packs and 19.2-ounce cans, Clawtails flavors include Strawberry Cosmo, Mango Margarita, Blackberry Mojito, and Tropical Mai Tai. “White Claw Surge is delivering double-digit growth nationwide as consumers look for higher-abv options, while Clawtails is gaining momentum with cocktail-inspired flavors and strong repeat purchase rates among first-time buyers,” Barnett says.
In April, White Claw announced a partnership with singer Teddy Swims, who stars in the brand’s new “Grab Life By The Claw” campaign encouraging friends to come together through live music. “Our strategy is to make White Claw the easiest choice when consumers are deciding what to drink,” Barnett says. “That starts with strong execution at shelf and point of sale, supported by social media and partnerships that keep the brand connected to culture in authentic ways.”
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