![]() “We’re using premium ingredients, and I think that our product is priced fairly,” he said. cans) costs $9.99.īy comparison, a 12-pack of LaCroix typically costs about $5.99.įor his part, Bass argues that more mainstream seltzer products like LaCroix fit a different usage occasion, and hop-infused waters - especially those with functional ingredients - should be priced similarly to CBD drinks. bottles) sells for $14, and a six-pack of Daypack (12 oz. Meanwhile, a four-pack of Aurora Hops (11.2 oz. cans) sells for about $40, while Hoplark Water (16 oz. One potential hurdle, however, is pricing. Other major players already working to build the category include Lagunitas - which is sells “ Hoppy Refresher,” currently the largest in the space - and H2OPS, which has been selling hop water since 2014. HOP WTR contains adaptogens and nootropics HOP WTR ![]() “Consumers are looking for alternatives to alcohol and it is good for them to have multiple options,” said Bass, who added that HOP WTR expects more competitors to enter segment. Sales of nonalcoholic beer grew 28% to more than $188 million in 2020, and producers of hop-infused seltzer are hoping for similar success with their non-beer offerings. There’s been tremendous growth in the NA beer market, which is driving a lot of this.” “We read about - and have experienced - the huge growth in sober trends. “I see a lot of opportunity,” said Eberhardt. While each brand differs in its approach to formulation as well as positioning, they’re all betting on continued growth within a no- and low-alcohol beverage segment.Īccording to market research firm IWSR, global consumption of beer, wine, spirits, and ready-to-drink products that contain little or no alcohol are expected to increase 31% by 2024. “We really wanted to mimic that from a functional standpoint and provide an experience that helps people unwind and rebalance.” “Often times, you’ll crack a cold beer to relax or mellow out for a while,” Bass explained. Made with Columbus and Centennial hops, HOP WTR contains 50 milligrams of L-Theanine - an amino acid that can enhance cognitive function - as well as ashwagandha, which is said to reduce anxiety and stress. “We do see this as a healthy alternative to beer, but there are also important functional components for consumers who are increasingly looking for beverages that not only remove negative ingredients but also incorporate additive benefits.” “We sit at the intersection of nonalcoholic beer and functional beverages,” co-founder and CEO Jordan Bass explained. On its website, HOP WTR bills itself as a “healthy alternative to beer” that is made with hops to “remind you of your favorite IPA.” Aurora Hops launched in February Aurora ElixirsĪnother company unapologetically going after beer consumers is HOP WTR, which makes a line of calorie-free sparkling hop waters infused with adaptogens and nootropics.
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