News | June 5, 2024

MAKING WAVES At The 150th Kentucky Derby

In its fifth year as the official hard seltzer of the Kentucky Derby, White Claw brought its fourth iteration of the White Claw Shore Club to Churchill Downs for “the most exciting two minutes in sports” in Louisville, KY. This year was set up to be a big celebration as it marked the 150th year of the Kentucky Derby. 

White Claw’s theme for this year, “Tradition Has A New Flavor,” was brought to life through a partnership with installation artist Jessie Bearden. She created photo op backdrops for both the paddock and infield areas using nontraditional florals to create White Claw inspired wave patterns. Guests participating at our infield photo op could choose from two digital overlays to make their picture look like a fashion magazine cover. 

White Claw also partnered with fashion brand Homme + Femme to create a Clawbreaker jacket, combining the colors of White Claw flavors with stylized racing silks.