How the hop water category leader continues expanding its audience and innovating.
By: Courtney Iseman
Hop water is a satisfying scratch for the hop itch during Sober October, but clearly, consumers are clamoring for this product year-round. The category is the second fastest growing in all of craft beer. And much of that growth is driven by powerhouse brand HOP WTR.
Launched in 2020 by Jordan Bass and Nick Taranto, HOP WTR’s sales increased nearly 200% in 2023. They are the top hop water and the fourth largest player in the overall craft non-alcoholic arena. “In non-alcoholic beer, we’re a top-ten product by dollar sales and a top-five category grower from major to craft breweries,” Bass says.
Good timing factors into this success – today’s consumer is more wellness focused, looking to balance alcohol intake with booze-free options as well as low-calorie choices that are still fully flavored. HOP WTR fulfills that niche perfectly. But more notably, Bass and Taranto’s intentionality from ingredients and flavors to branding and marketing has positioned their brand as both a leader and catalyst of this booming category. How does HOP WTR maintain and build on those results in a channel they helped establish?
From its launch, HOP WTR stood out from other non-alcoholic options. Its sparkling waters deliver flavors bolder than those of standard seltzers. Bass says they effectively speak to both hop enthusiasts and those who just want interesting flavors by offering varietals like Peach, Blood Orange, and Lime.
It was important to Bass and Taranto to provide a beverage free of carbohydrates and calories. They also incorporated functional ingredients to further differentiate HOP WTR. Ashwagandha and L-Theanine add calming, focus boosting qualities. The plusses of HOP WTR – fruit flavors, hop flavors, adaptogens and nootropics – make it something consumers want to drink for any occasion, and the zeroes – alcohol, carbs, and calories – make it something they can. The brand is now focused on highlighting that versatility.
The rise of hop water and HOP WTR specifically has revealed just how wide the consumer base is. Bass says when HOP WTR debuted, its messaging was more beer-centric. They then saw demand in more mainstream retailers, and found their audience skewed more toward women (over 50%) than they’d anticipated. They also learned about 80% of their consumers drink alcohol but seek moderation.
Bass and Taranto broadened the scope of who their marketing reaches. In addition to beer festivals, they take HOP WTR to music festivals like Coachella. They ran a “HOP LOCKR” campaign where consumers locked up their alcohol for Dry January, and a “HOP SPCR” campaign with rings to snap an alcoholic can together with a booze-free option like HOP WTR to showcase the balanced enjoyment that can exist during one occasion. Their overall message became “Positively Refreshing,” communicating HOP WTR is refreshing but also actively beneficial with its functional ingredients.
For HOP WTR’s future, Bass says the brand believes in consumer-led innovation, and considering this category’s growth, they have a strong base from which to learn what people are interested in. Despite this quickly expanding audience, Bass says there is still plenty of consumer education to be done.
“Our brand is up 162% in the last 52 weeks in scan; the category is up 108%,” says Bass. “But this is a massive market, and we’re just scratching the surface… We’ve got 10 years of runway, where we can introduce this to new consumers and keep broadening our availability in retail. Many consumers still don’t know hop water, and the opportunity to drive that knowledge is important – it leads to continued growth.”
HOP WTR is turning up the heat this fall with their bonfire bash display program!
HOP WTR is celebrating the end of summer and kicking off fall with their Bonfire Bash Solo Stove giveaway & display program! This fall, consumers can enter to win a HOP WTR-branded Solo Stove plus a year’s supply of HOP WTR! Stores can expect a display program featuring cases on the floor to excite consumers, along with all-new eye-catching point of sale materials showcasing the giveaway. The program will be paired with a digital rebate offer to drive volume and velocity. No purchase is necessary, but every time consumers purchase HOP WTR, they’ll get an extra entry. The program kicks off September 1st and runs through October 31st.
About the Author: Courtney Iseman is a Brooklyn-based freelance writer covering craft beer and spirits for Food & Wine, Craft Beer & Brewing, Brewing Industry Guide, PUNCH, Inside Hook, VinePair, Thrillist, Wine Enthusiast, and more.