Once penniless, von Mandl's Mike’s Hard Lemonade and White Claw Hard Seltzer beverages have added to his fortune
Author of the article:
Quentin Casey
Published Oct 07, 2021 • Last updated Oct 08, 2021 • 5 minute read
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When Anthony von Mandl bought his first winery in 1981, there were only 45 wineries in Canada. Today there are more than 700 and, according to the Wine Growers of Canada, it’s a $9-billion industry, with von Mandl credited as a factor behind both the growth and the elevation of Canada’s wine reputation. Von Mandl also claims to have started in the alcohol business “penniless” and today, thanks to his lucrative creation of both Mike’s Hard Lemonade and White Claw Hard Seltzer, is a multi-billionaire.
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According to the 2021 Forbes list of global billionaires, von Mandl has, as of early October, a net worth of US$7.1 billion (down from US$8.7 billion in April of this year). “I had a passion for wine, food, and adventure,” he told an audience at the Idea City conference in 2003. “And I had a dream.”
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Considering his wealth and the popular products he’s developed, von Mandl is not a well-known figure in Canada. “I’m a private person,” he told his audience in 2003. “This is not a story I tell often.” A spokesperson for his private, Vancouver-based company, Mark Anthony Group Inc., said its founder and CEO “does not conduct business-related media interviews.”
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According to a bio on the Mark Anthony Group website, von Mandl was born in Vancouver to European parents. The family returned to Europe when he was nine years old, but von Mandl eventually came back to Canada and graduated from the University of British Columbia with an economics degree. Then 22 years old and “penniless,” von Mandl was unimpressed with the few, mediocre import wines available in B.C. in the early 1970s.
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So he apprenticed in the wine trade in Europe before attempting to become the Canadian importer for various international wineries. “Of course, no one in the industry would give a 22-year-old kid the rights to their wines,” he recalled.
His only clients were vintners “who didn’t know where Canada was or didn’t care,” and he worked out of an office in Vancouver next to a Greyhound bus station. Despite some initial success selling white wines to Canadian airlines, von Mandl got burned in Los Angeles — where he’d set up a shabby warehouse — when he delivered 80 cases of wine (using his station wagon) to a store in receivership. “I’d been had,” he recalled. “I was absolutely naïve.”
In 1981, von Mandl fulfilled his ambition of owning a winery, purchasing with partners an estate on Mission Hill in B.C.’s Okanagan Valley, which he viewed as “a Napa Valley with a 90-mile lake running through it.”
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“My friends thought I was crazy,” he recalled. “My competitors thought I was absolutely mad.”
Surveying his new purchase, von Mandl found it full of dirt and fruit flies. “I barely slept that night, wondering if I’d made the biggest mistake of my life.”
He proceeded to add a 12-storey bell tower, blasted underground cellars out of volcanic rock, added hundreds of acres to his holdings, and greatly improved the wine. In 1994, Mission Hill Family Estate’s 1992 Grand Reserve Chardonnay won best chardonnay at the International Wine and Spirits Competition.
“That, in a big way, put the Canadian wine industry on the map,” said Dan Paszkowski, president and CEO of the Wine Growers of Canada, in an interview. “We were a very young industry at the time, and that… provided a halo effect not just for the Okanagan, but the entire Canadian wine industry… He’s showing that we can produce some of the best wines in the world, not just ice wine.”
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Mission Hill has since won international awards for best Pinot Noir in 2013 and best Canadian red in 2017, and has been voted one of the top 50 vineyards in the world.
“There are literally hundreds of thousands of different wine brands around the world. So to be in the same stratosphere as some of the best recognized estate wineries in the world in such a short period of time is really difficult to do. And he’s managed to do it,” Paszkowski added. “The investments that he’s made, the innovative techniques, and the risks that he’s taken have paid off.”
The investments that he’s made, the innovative techniques, and the risks that he’s taken have paid off
Dan Paszkowski, president and CEO, Wine Growers of Canada
Von Mandl has used the more profitable — though less cultivated — aspects of his liquor business to help fund his wine ambitions. “It’s a really tough industry,” he said. “To make a small fortune in the wine business, you have to start with a large one. I certainly didn’t have that option.”
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In 1986, he launched Corona beer in Canada. Ten years later, he created Mike’s Hard Lemonade, a beer alternativethat he later said was the source of fist-fights at liquor stores in Ontario when supply dwindled. He took Mike’s Hard Lemonade to the U.S. in 1999, and in 2015, Labatt Breweries bought the Canadian rights to the popular drink (and a few other Mark Anthony Group brands) in a US$350-million deal.
More recently, he delivered another beer alternative hit: White Claw Hard Seltzer, which in the U.S. in 2019, according to Bloomberg, outsold every craft beer and even huge brands such as Budweiser for stretches at a time.
The company has at times struggled to keep White Claw in stock. “Everything I created was an example of having to invent something new or at least put a twist on something existing,” von Mandl noted in 2003. As Bloomberg put it: “Von Mandl has since made a fortune creating genre-defying alcoholic beverages.”
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White Claw and its competitors have turned the so-called ready-to-drink category into a significant market, worth US$2 billion in 2019, up from just US$3 million in 2015, according to Euromonitor.
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Von Mandl has in recent years purchased new wineries (he now owns five in Canada, according to Forbes), and is investing in a facility in Arizona to boost production of White Claw and other ready-to-drink products.
Back in 2003, von Mandl said he sometimes rises before dawn, leaves his house at Mission Hill, just below the winery, and starts walking. “I walk up Mission Hill and I go through the entry arch, and I walk through the piazza, and I climb the stairs of the bell tower,” he said. “And I wait for the sunrise. And I reflect on what I’ve achieved over the years, and where I’ve been and where we’re going and what lies in the future.”
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Who's Anthony von Mandl?: Meet the billionaire who made a fortune with genre-defying alcoholic drinks? ›
Anthony von Mandl is the founder and chief executive of the Mark Anthony Group, an alcoholic drinks producer and the maker of Mike's Hard Lemonade. The Vancouver-based company distributes wines, spirits and beer and has annual sales of more than $3 billion. Von Mandl also owns wineries in Canada's Okanagan Valley.
Who is the billionaire in White Claw? ›White Claw was created by Mark Anthony Group, run by Vancouverite Anthony von Mandl and also known for producing Mike's Hard Lemonade.
How much is Anthony von Mandl worth? › What does Anthony von Mandl own? ›Anthony von Mandl, O.C., O.B.C.
At the same time, his group of companies has created and launched several new to world beverage categories and a portfolio of iconic brands, including White Claw Hard Seltzer and Mike's Hard Lemonade, that have transformed the drinks industry.
Anthony von Mandl
From an early age, his parents fostered in him a love of art, music, cuisine and learning. He returned to Canada where he graduated in Economics from the University of British Columbia, but he soon realized that wine and food were his real passion.
Forbes estimates that his U.S.-focused Mark Anthony Brands—which includes White Claw and Mike's Hard Lemonade—is worth roughly $3.5 billion. He is the sole owner.
What company owns White Claw? ›Mark Anthony Brewing proudly brews a portfolio of innovative and iconic brands, including White Claw Hard Seltzer, Mike's Hard Lemonade, Mike's Harder, Cayman Jack & MXD Cocktails.
How much does White Claw make a year? ›Sales of seltzer skyrocketed, and White Claw sales alone quadrupled, from $154.8 million in 2018 to $627.2 million in 2019, according to Bloomberg. By the end of summer 2019, White Claw was in short supply, leading its parent company, Mark Anthony Brands, to invest $250 million ramping up production.
Is White Claw made with vodka? ›White Claw is not vodka or beer.
It's neither of these things. White Claw is a flavored malt beverage (FMB). It's made with “a blend of seltzer water, its gluten-free alcohol base, and a hint of fruit flavor,” a brand representative tells VinePair.
Despite the lighter-than-air connotations of “seltzer,” the product is in fact malt liquor. Like Colt 45 or Smirnoff Ice, it's derived from fermented malted grains, then carbonated, sweetened and flavored with artificial additives. For those counting calories, the original White Claw isn't actually all that impressive.
How many wineries does Anthony von Mandl own? ›
Von Mandl also owns at least six wineries in the Okanagan Valley, a wine-growing region in British Columbia, as well as additional vineyards.
How much did Mike's Hard Lemonade sell for? ›Mark Anthony Group sells Mike's Hard Lemonade, Palm Bay to Labatt for US$350 million.
Who invented Mike's Hard Lemonade? ›Anthony von Mandl created the ready-to-drink alcoholic beverages White Claw Hard Seltzer and Mike's Hard Lemonade through his Mark Anthony Brands.
What is the story behind Mission Hill? ›Mission Hill dates back to 1965, when an Okanagan businessman called Tiny Walrod led a consortium to start a winery called Mission Hills on the top of a hill near Kelowna. It failed, and in 1970 it was bought and renamed Uncle Ben's Gourmet Wines.
Why did they cancel Mission Hill? ›The Boston School Committee voted to close the Mission Hill School in Jamaica Plain at the end of June, after a damning report about rampant bullying and physical and sexual abuse among students there.
Who owns Mission winery? ›Mission Estate Winery is a 100% New Zealand owned company
A division of Marist Holdings (Greenmeadows) Limited.
6-pack of select Truly or White Claws can be purchased for $25.00 (or a little over $4.15 each). 3-bottle classic wine package for $98 (a little over $32.65 per bottle).
Can 1 White Claw get you drunk? ›The amount of White Claws you may need to get drunk for the first time depends on how sensitive your body is to alcohol. Generally speaking, it takes about 2-3 cans of White Claw for someone who weighs 130 lbs or less and 3-4 cans for someone who weighs 170 lbs or more to begin feeling the effects.
How many White Claws get someone drunk? ›You can get drunk after four to five cans of White Claws. However, if you are a light person, you may get drunk after two to three cans. White Claw is a hard seltzer, and it contains alcohol that is roughly similar to a can of beer so consume it responsibly.
Does Budweiser own White Claw? ›Those are the terms they often use for Bud Light and its older sibling, Budweiser. White Claw is produced by the company previously best known for Mike's Hard Lemonade. Truly is made by Boston Beer Co., makers of Sam Adams beer, Twisted Tea and other beverages.
Are seltzer sales declining? ›
Beverage companies are off to a rocky start in 2023, as Wall Street turns weary of falling hard seltzer sales. In a note to clients, analysts at Evercore ISI found traditional hard seltzer sales dropped 10.4% over the last four weeks, with sales of Boston Beer Company's (SAM) Truly down 19.5% alone.
Why is it called White Claw? ›The brand explains that the name “takes its inspiration from the legend of the White Claw wave – when three perfect crests come together to create a moment of pure refreshment.”
What state buys the most White Claws? ›Data says Ohioans love White Claw more than any US state
In fact, the Buckeye state loves White Claw hard seltzers more than any other U.S. state. That's according to data compiled by The Daring Kitchen, which tracked Twitter geotags during July and August to determine which states talked about White Claw the most.
Are White Claws healthy — or at least better for you than beer or wine? Short answer: Hard seltzers typically contain fewer calories per serving than a mixed drink, a can of beer, or a glass of wine. But they still add empty calories to your diet, so it's important to sip in moderation.
Is White Claw healthier than liquor? ›Though Hard Seltzers like White Claw can be a low-calorie and sugar option to other alcoholic beverages, they do not always offer significant health benefits and should be enjoyed in moderation like any other alcoholic beverage.
Is White Claw healthier than vodka? ›But they're among the lowest calorie alcoholic drinks you can find. White Claw, the taste sensation that swept the American nation a couple of years ago, clocks in at 95 calories per 330ml and the British-made High Water is 98 calories a can. That's about the same as a single shot of vodka.
How many shots of vodka is equivalent to a White Claw? ›In conclusion, when comparing alcohol content, one standard can of White Claw Hard Seltzer is roughly equivalent to one standard shot of vodka.
What hard seltzers are made with real vodka? ›White Claw is debuting vodka in four flavors — traditional, Mango, Black Cherry and Pineapple. It's simultaneously rolling out a ready-to-drink 100-calorie canned cocktail in White Claw Vodka + Soda in Pineapple, Peach, Wild Cherry and Watermelon.
What alcohol gets you drunk the fastest? ›The type of alcohol that can get you drunk the fastest is vodka or tequila. Both are in the same range of alcohol content – 110 proof max. Three or more shots can get you drunk real quick, but it still depends on your alcohol tolerance. What's the best alcoholic drink that doesn't taste like alcohol?
Does White Claw make your breath smell? ›Does White Claw Leave a Hard Smell on Breath? Since the contents of a white claw are majorly seltzer water and flavors, the alcohol content in it will be odorless. It turns out that even its flavors are quite light and would likely not smell on someone's breath after consumption!
What type of alcohol is truly? ›
Truly Vodka Sodas are made with real fruit juice from concentrate, natural fruit flavors and premium, 6x distilled vodka derived from corn so they're naturally gluten free.
What is the largest family owned winery in the United States? ›E & J Gallo Winery is a winery and distributor headquartered in Modesto, California. It was founded in 1933 by Ernest Gallo and Julio Gallo of the Gallo family, and is the largest exporter of California wines.
Who owns the largest vineyard in California? ›The big conglomerates are California's largest holders of vineyard properties– E & J Gallo, Constellation Brands, The Wine Group, Delicato, Kendall Jackson, etc. California's largest single vineyard, the 5,000-acre San Bernabe Vineyard in Monterey County, is owned by Delicato.
What is the largest family owned winery? ›Gallo is the world's largest family-owned winery and possibly American's biggest wine company. Gallo owns fifteen wineries, has at least 60 brands of still, sparkling and dessert wines as well as spirits, and is the largest exporter of California wine. The company has 90,000 acres under long-term contracts.
Is Mike's Hard Lemonade made with vodka? ›Mike's Hard Lemonade may be a punchline in the drinks world, but the brand's success is no joke. After launching a blend of vodka, natural juices, and soda water in Canada in 1996, the company jumped stateside in 1999 and swapped out the vodka for a malt base.
What is Mike's Harder made of? ›Ingredients. Purified Carbonated Water, Alcohol, Natural Flavors, Citric Acid, Cane Sugar, Sodium Citrate, Concentrated Lemon Juice, Stevia Leaf Extract.
Is Mike's Hard Lemonade high in alcohol? ›Hard lemonade hits the same mark as your average beer: around 5% alcohol by volume (ABV).
How strong is Mike's Hard Lemonade? ›Mike's Hard Lemonade (and its tasty flavors) contain 5% alcohol content. Conversely, as the name suggests, Mike's Harder Lemonade has a "harder" alcohol content at 8%.
What happened to Mike's Hard Lemonade? ›Mike's Hard Limeade was previously discontinued in 2018. To mark the occasion, the brand has launched the “Mike's Hard Comeback Hotlime” (1-866-TALK2MIKE) that college basketball fans can call for a pep talk, space to scream or a game-day speech by former basketball star Mike Miller.
What are the original ingredients in Mike's Hard Lemonade? ›What are the ingredients in Mike's Hard Lemonade Seltzer? Purified carbonated water, alcohol, natural flavors, citric acid, cane sugar, concentrated lemon juice, sodium citrate, stevia leaf extract.
Is Mission Hills a real place? ›
The City of Mission Hills is located in Northeast Johnson County, Kansas, and was envisioned in 1912 by urban planner J.C. Nichols, who developed the renowned Country Club Plaza district in Kansas City. First-time visitors to Mission Hills can't help noticing our fountains, statues, sculptures and urns.
What city is Mission Hill based on? ›The series takes place in a district called Mission Hill. Mission Hill is a diverse neighborhood in a much larger city called Cosmopolis. Cosmopolis is depicted as a large modern urban metropolis similar to New York City or Chicago.
Is Mission Hill gentrified? ›In 2020, the Globe deemed Boston the country's “third most 'intensely gentrified' city in the US,” specifying that Mission Hill is one neighborhood experiencing gentrification.
Is Mission Hill part of Roxbury? ›Originally a section of the independent town of Roxbury, Mission Hill became part of Boston when Roxbury was annexed to the city in 1868. It has grown from a farming area into an ethnically diverse urban neighborhood with important religious, medical and educations institutions.”
How many seasons of Mission Hill are there? › Does the LDS Church own wineries? ›Article Highlights
In Madera, California, an 80-acre vineyard owned by the Church hosts thousands of volunteers every August. These volunteers harvest the grapes and lay them on trays in the sun to become raisins.
From Madera in central California, an 80-acre vineyard owned by the Church hosts thousands of volunteers from the surrounding communities every year.
What winery is owned by black owned? ›Brown Estate is the first Black-owned winery in Napa Valley, and is known far and wide for its drool inducing Zinfandel. Owned by 3 siblings, the Brown family got their start in the 1980s when their parents bought a deserted ranch in Napa and planted a few vines.
Who is the CEO of White Claw? ›Anthony von Mandl created the ready-to-drink alcoholic beverages White Claw Hard Seltzer and Mike's Hard Lemonade through his Mark Anthony Brands. Forbes estimates von Mandl's U.S. business generated nearly $4 billion in revenue in 2022, based on analyst estimates.
Who is the CEO of claw? ›Liked by RANDY D CLAUSE. We had a visitor this week - meet Miss…
Who is the owner of Mark Anthony Brewing? ›
Anthony von Mandl is the founder and chief executive of the Mark Anthony Group, an alcoholic drinks producer and the maker of Mike's Hard Lemonade. The Vancouver-based company distributes wines, spirits and beer and has annual sales of more than $3 billion.
Does Marc Anthony own White Claw? ›A subsidiary of Marc Anthony Brands International, White Claw has offices across the United States and in Vancouver, and encourages a fast-paced work environment that's also fun for employees.
How many white claws does it take to get drunk? ›Generally speaking, it is generally accepted that 5-6 White Claws will be enough for the average person to start feeling the effects of alcohol. If you are especially sensitive or have a slow metabolism rate, it may take fewer drinks to get you drunk.
What kind of alcohol is in hard seltzer? ›The alcohol used varies from brand to brand, but generally they are clean-tasting spirits derived from sugar, malt and fruit. However, the quality of spirit used can vary considerably between brands.
What percentage of alcohol is in White Claw? ›White Claw Hard Seltzer Each 24oz can contains 5% alcohol, 3g of carbs and is gluten free, making it the perfect introduction to the crisp, refreshing taste of White Claw®. G. Choose a store location to view more product information.
Who is the founder of Fun Claw? ›Its founder Kelvin Tan, 40, says the appeal of claw machines is that they can be easily integrated into shopping spaces and supermarkets.
Is Claw an Indian company? ›Its registered office is in Guntur, Andhra Pradesh, India. The Company is engaged in the Information Technology Industry. The Company's status is Active, and it has filed its Annual Returns and Financial Statements up until 31 March 2021.
Who is the guy with claws for hands? ›Grady Franklin Stiles Jr.
(June 26, 1937 – November 29, 1992) was an American freak show performer and murderer. His deformity was the genetic condition ectrodactyly, in which the fingers and toes are fused together to form claw-like extremities. Because of this, Stiles performed under the stage name "Lobster Boy".
The 1.3 million-sq-ft, highly automated fast-track greenfield facility features a 300,000-sq-ft brewing area and a 400,000-sq-ft packaging area.
What company owns truly hard Seltzer? ›About Boston Beer Company
Our portfolio of brands also includes Truly Hard Seltzer, Twisted Tea, Angry Orchard Hard Cider, Dogfish Head Brewery, Hard Mountain Dew and Sauza Agave Cocktails as well as other craft beer brands such as Angel City Brewery and Coney Island Brewing.
Does Anheuser-Busch make White Claw? ›
Those are the terms they often use for Bud Light and its older sibling, Budweiser. White Claw is produced by the company previously best known for Mike's Hard Lemonade. Truly is made by Boston Beer Co., makers of Sam Adams beer, Twisted Tea and other beverages.
How much sugar is in a White Claw? ›A 12-ounce White Claw also has 100 calories, 2 g of sugars, and 2 g of carbs.
What kind of alcohol is in Twisted Tea? ›Made with whiskey and real brewed tea, this spirit takes your tastebuds on a wild ride that's smooth and sweet. With the delicious taste of Twisted Tea and extra hints of lemon, Twisted Tea Sweet Tea Whiskey can make anyone a whiskey fan. Try it on ice, as a shot, or as the perfect addition to a mixed drink.