The CPG Guys are joined in this episode by Jordan Bass, CEO & co-founder of HOP WTR—a new beverage startup that is scaling quickly. HOP WTR is the hop-infused, non-alcoholic sparkling beverage that’s making serious waves in the functional beverage space. Jordan’s background spans finance, brand-building, and strategic ops — and with HOP WTR, he’s tapped into a white-hot consumer insight: people want to cut back, not miss out.
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Jordan answered these questions:
- Jordan, what inspired the creation of HOP WTR? Was there a specific “aha” moment that sparked the idea? You left a career in finance and business to launch a beverage startup — what pushed you to take that leap?
- Let’s talk about Hopwtr’s actual product. How do you balance functionality (like adaptogens and nootropics) with taste and consumer satisfaction?
- How did you approach flavor development — and what have you learned from early consumer feedback? HOP WTR isn’t just non-alcoholic — it’s functional. How important is that dual-positioning for your brand?
- You started DTC but have moved into retail — how have you managed that shift in distribution strategy? What was your first major retail win — and what did it teach you about scaling a beverage brand?
- How do you think about retail execution in-store vs. online visibility and conversion?
- What’s been the most effective way to build brand awareness in such a competitive category? You’ve leaned into wellness and lifestyle messaging — how do you ensure authenticity in your branding?
- How do you think about community? Who is the HOP WTR consumer, and how do you stay connected to them?
- Where do you see the future of the functional beverage space heading in the next 3–5 years? Are we witnessing a permanent cultural shift in drinking behavior and moderation?
- What’s been your biggest mistake as a founder — and what did it teach you? What advice would you give to other CPG founders entering a crowded category?
- Finally, what’s next for HOP WTR — new flavors, new formats, international expansion?
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