• by Steve Smith , Staff Writer @popeyesm, April 19, 2024

Americans love drinking, but apparently we will do just about anything to avoid tap water. The soft beverage shelves are overwhelmed with new entrants and ideas – like non-alcoholic “hop-infused water.” We explore with category pioneer HOP WTR and its VP of Marketing and Innovation Ryan Haggerty the challenge of explaining an unfamiliar brand and an unknown category in ways that break through market clutter. You can listen to the entire podcast at this link.