Close friends roast friends.

Did you know, friends who roast each other are nearly twice as loyal? It’s true.

So when White Claw wanted to bring friends together this holiday season, there was only one thing to do. Help them roast each other.

We teamed up with the guys from Please Don’t Destroy to do exactly that. We created an AI bot that let users input info about their friend, and in seconds, receive a custom, personalized, roast video to share.

We worked with the comedians to write and record hundreds of roast lines for different personality types and interests, giving our bot the ability to generate 16.4 billion possible unique roasts.

And for those who wanted to roast in person, we created the Roast Host Collection. A set of beautiful tableware that let dinner hosts serve up roasts on plates, coasters, napkins, and dishes.