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-shirt designers, 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.

White Claw, an alcohol-enhanced seltzer now three years old, is big enough. According to Nielsen , it has become the top-selling hard seltzer brand of many dozens available in the United States , with dollar sales up 250 percent in the last year. (Nielsen data includes sales from grocery stores, drugstores, mass merchandisers, convenience stores and liquor stores, among others, though not from bars and restaurants.)

Its success mirrors the broader craze for seltzer in America. People want so much White Claw that, on Friday, the brand confirmed it was experiencing a shortage and said it was “working around the clock” to increase supply.