News | May 7, 2026

White Claw Expands Its Presence at the 152nd Kentucky Derby

A few days removed from the 152nd Kentucky Derby, one thing was consistent across Churchill Downs: wherever you were, White Claw wasn’t far.

In its sixth year as the official hard seltzer of the Derby, the brand showed up with a multi-location footprint designed to meet people at the Derby’s most iconic locations, from the infield to the paddock to the clubhouse gate.

At the center of the action was the White Claw Shore Club in the infield, returning as a place to step out of the crowd and stay awhile. Bar service, shaded seating, and a second-story viewing deck gave guests a break between races, while a “Grab Life by the Claw” machine and floral photo moments kept the energy moving.

Guests could also take a piece of the day with them, from postcards inspired by Derby jockey silks to enamel pins that incorporated the race’s signature roses.

Beyond the Shore Club, the experience extended outward. The paddock kept things simple with a high-traffic bar and photo moment, while a new footprint at the clubhouse gate created a more immediate entry point into the brand, meeting guests as they arrived.

As White Claw’s experiential partner, G7 led design, production, fabrication, and on-site execution across all three footprints.

Because at an event like “the most exciting two minutes in sports,” it’s not just about showing up once.

It’s about being in the right place at the right time, and earning a spot in everyone’s hand.