Gen Z has nowhere to drink

Young consumers who grew up on healthy sodas like Poppi face a gap in the alcohol aisle, with no appealing options between sugary hard seltzers and expensive cocktails.

“That consumer who grew up drinking Poppi does not have a place to go in alcohol.”

The problem with hard seltzers

Most hard seltzers use fermented sugars for a gluten-free malt base, while ready-to-drink cocktails rely on distilled spirits and cost more. Neither appeals to health-conscious Gen Z.

Meet osava, a new alcohol

Ben Weiss created Crooked Pop using osava, a fermented alcohol made from quinoa, amaranth, millet, and cassava. It's organic, zero-sugar, and avoids the excise tax on distilled spirits.

“To develop a super-clean alcohol that lives as a ferment, and not as a spirit, was very important.”

Weiss's playbook from Bai

Weiss sold Bai to Dr. Pepper for 1.7 billion dollars by using an underused ingredient, coffee fruit. He's applying the same innovation strategy to Crooked Pop.

Don't over-explain, let discovery happen

Weiss learned from Bai that complicated ingredient stories turn off consumers early. Instead, he's letting health-conscious shoppers discover Crooked Pop themselves through grocery stores and sports venues.

“Forcing a complicated explanation on the consumer right away tends to be a turn-off.”

Early wins at sports stadiums

Crooked Pop sold three to four thousand cans at a recent Buccaneers game, with partnerships including athletes Ryan Howard and Trae Young. Sports venues are proving effective sampling grounds.

“That's a great sampling opportunity for a young brand in the alcohol space.”