The pinafore eroticismaftermath of Labor Day weekend claims another victim.
First, it was the advent of Pumpkin Spice season, and now everyone's branding is the same shade of toasty orange. Then, it was the quiet end of a glorious Instagram feed of posts tagged #hotgirlsummer. And finally, as Americans deflated their pool floats, autumn came for White Claw.
Folks, the United States of America is running out of White Claw. The company's senior vice president Sanjiv Gajiwala confirmed the shortage to CNN Business on Friday.
"We are working around the clock to increase supply given the rapid growth in consumer demand," Gajiwala said in a statement. "White Claw has accelerated faster than anyone could have predicted."
Although White Claw didn't say whenthe spiked seltzer would be restocked at normal numbers, Gajiwala said the company has been keeping "all markets in stock" by allocating product to distributor partners.
SEE ALSO: Hard seltzer from Four Loko is on the wayThe spiked seltzer went viral this summer for the same reason La Croix was so popular: it's basically canned disappointment. Meme starter packs labeled it basic "normie" culture and paired White Claw with Juuls. Think pieces defended the low-calorie alternative to beer — the Atlanticcalled it "the perfect drink for people exhausted by rules." It inspired hellish copycats like Four Loko's incredibly cursed spiked seltzer, which packs an ABV of 14 percent, whereas White Claw's only clocks (clawks, if you will) in a 5 percent.
But like all summer trends, from leopard print skirts to the internet-wide obsession with Area 51, it's time to put White Claw to rest to make room for whatever pumpkin spice nightmare autumn births.
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