The Sundance Film Festival partnered with White Claw to make it the Official Hard Seltzer of the festival.

The partnership consisted of White Claw collaborating with Sundance on a multi-year sponsorship. White Claw was integrated into the Sundance Film Festival for a variety of activations promoting the brand. 

Sundance Film Festival attendees were able to engage with White Claw through a video series that celebrated independent creators in the surfing and outdoor worlds. This series tackled a range of socially relevant topics while featuring White Claw branding prominently. This video series was featured on the Sundance Film Festival's virtual Main Street webpage.