Get prepared to let your hard seltzer tastebuds grow. Sanjiv Gajiwala, White Claw’s senior vice president of marketing, was recently a guest on “The Table,” a panel discussion closed-door even series created by CNN Business. He was joined by David Heath, the co-founder and CEO of Bombas, and Monica Royer, founder and CEO of Monica + Andy.

On “The Table,” Gajiwala discussed White Claw releasing three brand new flavors in 2020. These flavors will be watermelon, lemon, and tangerine. Their current flavors include rasberry, black cherry, lime, ruby grapefruit, mango, and pure. Ultimately, Gajiwala said the decision to expand their offerings was tough for the company because part of their mantra is “simplicity.”

“I think one of the things that's drawn people to White Claw is the simplicity," Gajiwala said. "A lot of the other seltzer brands have 12, 13, 14 flavors. We have six. It makes it a lot easier to choose.”

With three new flavors soon to hit the market, White Claw will still offer a smaller variety of flavors than other seltzer brands and keep their stance on “easing the purchase experience.”

The reason Gajiwala thinks this particular hard seltzer has been so successful is that customers care about what they are putting in their bodies. “They want convenience, they want premium and they want flavor and variety. White Claw does all those things,” Gajiwala said to Crane.

Besides announces new flavors, Gajiwala talked about the stellar year White Claw has seen in sales. CNN reports that he told Innovation Correspondent Rachel Crane that he "predicts the overall category will make between $2 million to $2.5 billion" this year "with White Claw having about a 60% share."

Gajiwala also commented on White Claw’s recent struggle with supply and demand. "We have distributors. We can manage inventory. We have really clear visibility. While there's been a little bit of shortage here and there, we actually feel that the consumers that need to get White Claw are able to get it, and we'll just continue to invest in more capacity for going forward."

Cartons of White Claw, Truly and Bon & Viv spiked seltzer are on display at the Round The Clock Deli in New York -- the alcoholic beverage is all the rage in the United States
Cartons of White Claw, Truly and Bon & Viv spiked seltzer are on display at the Round The Clock Deli in New York -- the alcoholic beverage is all the rage in the United States AFP / TIMOTHY A. CLARY
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