The brand doesn’t care if you’re buying “ironically.” You’re still buying.

Now that the last drops of summer have been shaken from the can, White Claw can be declared the winning beverage of the season.

Its lightning-quick adoption by consumers and the small factory of meme makers, T-shirtdesigners, content producers ( that’s me !) and others that have encircled the drink provide a perfect portrait of brand success in 2019. Get big enough and the public will provide you with free advertising.