After four straight years of 300% growth, White Claw became the most meme-able brand of the year—but they didn’t force it down anyone’s throat. In this episode of “After the Idea,” we sit down with Sanjiv Gajiwala, Vice President of Marketing for White Claw, to talk about the changing trends of representation in liquor advertising, having organic relationships with consumers, and why Chicago the best place to create trend-setting products.

**White Claw is an alcoholic beverage. Enjoy responsibly. 21+**