Hard seltzer brand Nectar is using text messaging and Tiktok to convince young drinkers to “Quit the Claw.”

Hard seltzer brand Nectar is using text messaging and Tiktok to convince young drinkers to “Quit the Claw.” As the hard seltzer and RTD cocktail war rages on, Nectar is betting that the world does in fact need another carbonated booze brand, and is finding success by directly engaging with its consumers via text. After struggling to find its place in the crowded hard seltzer market, Nectar’s owner leaked a hotline number for the brand in a TikTok video asking consumers to text the line if they were interested in buying Nectar’s Asian-flavored hard seltzers. After quickly going viral, Nectar reached out to store owners in West Hollywood and Santa Monica to carry the brand, and sold out within an hour of launching. Nectar is continuing its text-based approach by inviting TikTokers to text the brand for the location of its latest liquor store launch, and has even promised to expand to the first 15 counties that get 300 people to text Nectar for a product launch (quittheclaw.com is currently tracking the cross-country effort). While White Claw continues to dominate the hard seltzer market, Nectar’s text message marketing approach is helping it stay relevant by gaining real-time feedback from consumers. (Adweek)