BACKSTAGE The SSE Arena, Belfast and White Claw® Hard Seltzer Announce Drinks Partnership

The launch comes ahead of the venue’s exciting new calendar of entertainment, kicking off with the highly anticipated Peter Kay Live tour on Thursday 7 August.

This strategic collaboration marks a significant milestone in The SSE Arena’s beverage evolution and reflects a joint commitment to responding to modern consumer demand for lower-calorie, light and flavourful alcoholic options.

White Claw® – the global number one hard seltzer, owned by Mark Anthony Brands International – has rapidly become the go-to drink for consumers seeking a clean, crisp, better-for-you alternative to traditional alcohol. Each 4.5% ABV can contains just 95 calories, is gluten-free, and made with naturally flavoured sparkling water – appealing strongly to health-conscious, flavour-driven audiences.

Kerri Murphy, Senior Brand Manager for White Claw®, said: "White Claw® has exploded at live events and festivals thanks to its light and refreshing taste - it's a natural fit for social moments. That's why we're so excited to partner with The SSE Arena - an iconic venue known for world-class events and shows.

"Launching White Claw® ahead of Peter Kay's tour is the perfect way to introduce fans to a drink that matches the energy and fun of live entertainment - light, crisp, and bursting with natural flavour."

Available throughout the venue, including concourse bars and the exclusive SSE Reward Lounge, White Claw® will offer fans a light, refreshing new way to enjoy a night out - whether they’re attending a concert, comedy show, or sporting fixture.

Dermot McGinn, Group Head of Food and Beverage at The Odyssey Trust, said: "We're excited to welcome White Claw® to The SSE Arena just in time for an incredible new events season. As a venue committed to innovation in food and beverage, we're always striving to stay ahead of evolving consumer tastes.

"Providing fresh, modern, and on-trend drink options, like White Claw®, not only enhances our guests' experience but also reflects our dedication to meeting their changing expectations. Its natural taste profiles and light, refreshing style make it a perfect fit for our diverse audience."