At this year’s South by Southwest, Claw’s the law.
White Claw Hard Seltzer announced Monday that it will sponsor this year’s edition of Austin’s sprawling music, film and technology conference. The fizzy canned booze is both super popular and easily meme-able because, well, it tastes like La Croix and goes down just about as smooth. The internet hasn’t had as good a shorthand for “things are gonna get weird tonight” since the days of Four Loko.
People on social media are already pondering whether they’re more of a black cherry or a lime kind of fest-goer:
When the homies found out that @WhiteClaw was the official sponsor of #SXSW this year pic.twitter.com/ZllE8bZKFq— CHRIS KEEGAN aka SXKEEGAN (@ChrisKeegan) January 14, 2020
Six words we weren't ready for, yet don't surprise us a bit...
"SXSW, brought to you by White Claw" pic.twitter.com/jEpDdcgTIc
Someone needs to cover this whole @WhiteClaw @sxsw sponsorship thing. This is a golden story for the ages @statesman @austin360 @dailydot @KXAN_News@KVUE @thedailytexan @ThrillistATX @cbsaustin @fox7austin— Festival Saviors | SXSW 2020 Event List (@sxsaviors) January 15, 2020
A party with @LilNasX and @lizzo would be completely on point for a blowout SXSW party! What do you think @WhiteClaw? https://t.co/mIYrR5OfL6— SXSWer James (@SXSWMF) January 15, 2020
White Claw the Official sponsor for SXSW. This year might be like the old SXSW— SNIPERJONE$Y (@fendijoness) January 14, 2020
My reaction to White Claw sponsoring SXSW is peak #getoffmylawn— Jessica Sanders (@DameSanders) January 12, 2020
oh my god white claw is sponsoring sxsw this year— (clint) and 27 others (@choi_clint) January 14, 2020
The days of the apocalypse are up upon us.— Henri Martel (@HenriMartel) January 14, 2020
We just realized that @WhiteClaw is 1/2 super sponsors for #SXSW this year...
WHITE CLAW CAN Y’ALL BELIVE IT
This year is gonna be Lit with a capital L
pic.twitter.com/ZQqQ0itAFy— Dlphy (@music_dolphy) January 12, 2020
since white claw is a sponsor at sxsw this year i think they should bring @clairo for a day and make her a brand ambassador or smn— jorge r (@jorgerr96) January 12, 2020
I’m still hyped that @WhiteClaw is a super sponsor for @SXSW ....it’s going to get real nasty this year— Raygun (@urstrulybeloved) January 13, 2020
Oh, and yeah, there’s going to be music and movies and stuff still. This week, SXSW dropped major lineup additions for its conferences and festivals, including Stephen Colbert, Diplo, the “Supernatural” cast, Judd Apatow’s new movie “The King of Staten Island” and 354 bands.
And remember, if you’re looking for a fruity fizz with a more local twist (or just find a flaw with the Claw), you’ve got options: St. Elmo Brewing has a hard seltzer on tap, Oskar Blues (which has an Austin facility) has its own spin and there’s alway 1,000 kinds of Austin Eastciders.
Or, hear us out: beer.