# Ben Weiss's clean alcohol bet for Gen Z

> The Bai founder is launching Crooked Pop, a new category of organic, zero-sugar alcohol made from ancient grains instead of sugar or spirits.
- Title: Ben Weiss's clean alcohol bet for Gen Z · Adweek | Shortify
- Summary: The Bai founder is launching Crooked Pop, a new category of organic, zero-sugar alcohol made from ancient grains instead of sugar or spirits. Gen Z consumers…
- Keywords: ben weiss, bai, crooked pop, gen z, alcohol, hard seltzer, ready-to-drink cocktails, osava, organic, zero-sugar, beverage innovation, dr. pepper
- Source: Adweek — https://adweek.com/brand-marketing/bai-founder-ben-weiss-wants-gen-z-to-drink-more
- Author: Andrea Michelson
- Published: 2026-09-22T21:22:50+00:00
- Read time: 1 min
- Topics: ben weiss, bai, crooked pop, gen z, alcohol, hard seltzer, ready-to-drink cocktails, osava, organic, zero-sugar, beverage innovation, dr. pepper
## 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.
## Key takeaway

Gen Z consumers who grew up on healthy beverages like Poppi have no appealing options in the alcohol aisle, creating an opening for a new category of cleaner, lower-sugar drinks.