Founder Feature: Spencer Hoddeson, Gay Water
Spencer Hoddeson, founder and CEO of Gay Water, explains how he leveraged his media background to launch a mission-driven canned vodka soda brand focused on queer representation. He details the product's development, including working with a co-packer and designer to create vibrant, 90s-inspired packaging that differentiates it in a crowded hard seltzer market. Hoddeson discusses his go-to-market strategy, which prioritized organic social growth and direct-to-consumer partnerships before expanding into major retail chains like Total Wine. He also candidly shares his experiences with founder stress, imposter syndrome, and the operational challenges of scaling a small team while managing sales and product launches.