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. 

Follow Jordan Bass on LinkedIn at: https://www.linkedin.com/in/jordantbass/
Follow HOPWTR on LinkedIn at: https://www.linkedin.com/company/hopwtr/
Follow HOPWTR online at: https://hopwtr.com/

Here's what we asked him : 

1. 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?
2. Let’s talk about Hopwtr’s actual product. How do you balance functionality (like adaptogens and nootropics) with taste and consumer satisfaction?
3. 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?
4. 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?
5. How do you think about retail execution in-store vs. online visibility and conversion?
6. 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?
7. How do you think about community? Who is the HOP WTR consumer, and how do you stay connected to them?
8. 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 around drinking behavior and moderation?
9. 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?
10. Finally, What’s next for HOP WTR — new flavors, new formats, international expansion?

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Lara Raj in Katseye: https://www.katseye.world/

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