White Claw, SXSW 2022 – Austin, Texas

A couple of days ago, I talked about bottled water, of all things. I dove into Ozarka, a local bottled water company, which has an unexpected connection to a multi-national company. Ultimately, however, I thought it was odd to promote it at SXSW.

White Claw, on the other hand, seems apropos. It has a little more kick than plain water — perfect for powering the South By party atmosphere. Hard Seltzers seem all the rage these days, and I think White Claw was one of the earlier ones. Every visit to the store seems to uncover yet another brand in this growing space.

I shot this inside the Austin Convention Center, which I consider the center of SXSW — though it was quiet as I passed through on the way to Rainey Street. I snapped this image in my constant search for street photography moments.

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