# #126 The Rise of HOP WTR with Jordan Bass

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-01-30
- Length: 44m
- Episode: 12
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-01-30-126-the-rise-of-hop-wtr-with-jordan-bass
- Listen: https://share.transistor.fm/s/fe99bb88

## Summary

Jordan Bass, CEO and co-founder of HOP WTR, explains how the brand leverages his background at The Wonderful Company and Fiji Water to build a non-alcoholic sparkling water infused with hops. He details the strategic pivot from an on-premise launch to e-commerce during the pandemic, followed by a rapid expansion into natural, crossover, and mass retail channels. Bass highlights key operational decisions, including the importance of secondary displays, liquid deli sampling, and leveraging a loyal online community to drive initial velocity in new retail accounts. The conversation also covers the brand's product innovation, such as the 'Double Hopped' variant, and the cultural emphasis on execution and mentorship in scaling the business.

## Outline

1. Introduction: Jordan Bass and HOP WTR Origin
2. Product Definition: Hops, Botanicals, and Functional Ingredients
3. Market Opportunity: The Non-Alcoholic Beer and Moderation Trend
4. Launch Strategy: E-commerce Pivot and Retail Rollout
5. Retail Execution: Sampling, Displays, and Velocity Tactics
6. Scaling Challenges: Distributor Timelines and Supply Chain
7. Team Culture, Mentorship, and Hiring Philosophy
8. Product Innovation: The Double Hopped Launch and Future Vision

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)

## Most relevant to

early-stage companies

## Mentioned

- HOP WTR (product)
- The Wonderful Company (company)
- Fiji Water (company)
- LaCroix (product)
- Sierra Nevada (company)
- Loganitas (company)
- Schlafly (company)
- Anheuser Busch (company)
- World Brewers Alliance (company)
- Ray Dalio (other)

## Related episodes from other shows

- [259 - It's definitely NOT beer with Not Beer founder Dillon Dandurand](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand) (People of Packaging)
- [How I Built Resilience: Kara Goldin of Hint](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-01-how-i-built-resilience-kara-goldin-of-hint) (How I Built This)
- [Liquid Death: Mike Cessario](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-22-liquid-death-mike-cessario) (How I Built This)
- [Hydro Flask: Travis Rosbach. How a thirsty surfer changed the water bottle industry](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-24-hydro-flask-travis-rosbach-how-a-thirsty-surfer-changed-the-water-bottle-industr) (How I Built This)
- [Live Episode! New Belgium Brewing Company: Kim Jordan](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-09-10-live-episode-new-belgium-brewing-company-kim-jordan) (How I Built This)

## Citing this page

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