Chart-Topping Artists Join White Claw To Kick Off An Impressive Festival Season

White Claw is officially back in the music game, and this year, the vibes are bigger, bolder, and more intimate than ever.

In 2025, the hard seltzer giant is bringing back its wildly popular White Claw Sessions, a multi-city concert series that brings fans face-to-face with today’s top talent and tomorrow’s rising stars. Kicking things off is GRAMMY-winning powerhouse Maren Morris, set to headline the first Session on April 10 at The Saguaro in Palm Springs. Opening the show? Breakout alt-pop star Maude Latour. And that’s just the beginning.

This year, White Claw isn’t just delivering the music, it’s introducing Next Wave Artists, a brand-new initiative designed to spotlight emerging voices like Maude Latour, Paco Versailles, Abraham Alexander and more.

These genre-pushing newcomers will open for marquee headliners just before some of the biggest music festivals in the country.

“White Claw Sessions is going to be a special moment for fans,” Morris said per a press release sent to The Blast. “White Claw has such a presence at music festivals, so getting to kick off White Claw Sessions with Maude Latour opening the show makes this even more exciting.”

She added, “What I respect most is that White Claw isn’t just showing up, they’re actually creating a platform for rising artists.”

White Claw Sessions is all about authenticity and connection. Each show is an intimate experience set in cities like Palm Springs, Chicago, Austin, Las Vegas, and Miami, giving fans a front-row seat to the artists shaping today’s sound.

On April 10, fans heading to Coachella can warm up with Morris and Latour in Palm Springs. Then, on May 15, White Claw Sessions will pop up at Ayu Dayclub in Vegas. Other confirmed stops include Chicago at Morgan Manufacturing on July 30, Austin at Fair Market on October 9, and Miami in December.

“White Claw has always been about bringing people together, whether it’s cracking a cold Claw with friends or feeling the electrifying pulse of live music,” Kevin Brady, Vice President of Marketing, Mark Anthony Brands Inc., said in the press release shared with The Blast. “With White Claw Sessions, we’re creating unforgettable moments with trailblazers like Maren Morris, rhythm finders like Loud Luxury, soulful hitmakers like Myles Smith, and more.

He added, “And with our Next Wave Artists, we’re championing the next generation of musicians and creating incredible shared experiences along the way. Just like a variety pack, this year’s White Claw Sessions lineup delivers an incredible mix of sounds music lovers won’t want to miss!”

The popular drink brand is also turning up the volume offstage with a new Shore Club, an exclusive activation at top music festivals like Coachella. Expect Instagrammable photo ops, the Grab Life by the Claw machine for epic prizes, and of course, ice-cold White Claws.

The global music media brand will bring White Claw Sessions to life through a series of exclusive content experiences. Fans will get an all-access pass with a dynamic behind-the-scenes interview series, offering an inside look at Sessions headliners as they prepare to take the stage.

The series will be featured on Billboard.com, across Billboard’s social channels, and on popular drink brand’s official website. Additionally, a compelling docu-series will explore the journeys of Next Wave Artists, providing a deeper look at their rise in the music industry. This series will stream on the drink brand’s website and be further amplified through Billboard’s social platforms.

The hard seltzer company is also partnering with Boiler Room to bring high-voltage DJ sets to cities like Miami, L.A., and D.C., starting with a White Claw Surge-fueled performance from GRAMMY-nominated Kesha in Miami.

To score even more perks, join the Shore Club loyalty program. Follow @WhiteClaw on Instagram for the latest lineup reveals, behind-the-scenes content, and more.

Because whether you’re jamming with Maren Morris under desert skies or discovering your next favorite artist, 2025’s festival season is about to hit differently, with the popular adult beverage company leading the charge.