Creating a Health Alternative to Beer: The HOP WTR Story

In this episode of The Proof University Show, host Justin Obey sits down with Jordan Bass, co-founder and CEO of HOP WTR, to delve into the intricacies of launching and growing a successful non-alcoholic beverage brand. Jordan shares invaluable insights on the importance of speed and decisiveness, likening it to navigating through one-way and two-way doors, essential for capitalizing on limited opportunities in a fast-paced market.   Jordan reveals the innovative product developments at HOP WTR, including a double-hopped variant and a special passion fruit edition, demonstrating the brand's dedication to continuous improvement and meeting consumer demands. He discusses their strategic choice to incorporate adaptogens and nootropics for cognitive and stress support, providing a unique alternative to CBD, which posed regulatory challenges.   The discussion also touches on Jordan's unique take on work-life balance, his organizational strategies involving calendars and prioritized to-do lists, and the books "Sapiens" and "Quiet" that have influenced his thinking. Additionally, Jordan emphasizes the importance of team dynamics, personality types, and the "disagree and commit" philosophy that guides decision-making at HOP WTR.   Listeners will gain insights into HOP WTR's journey of rapid growth, the significance of packaging iterations based on consumer feedback, and the challenges and triumphs of maintaining a balance between a booming business and a growing family. From behind-the-scenes decision-making to community-building events and authentic brand content, this episode is packed with lessons and inspiration for anyone in the entrepreneurial or beverage industry.   Join us for an engaging conversation with Jordan Bass on The Proof University Show, where we explore the flavorful world of adult beverages and the challenges of building a successful brand.   Timestamps: 00:00 Finance to venture, then e-commerce head. Disrupting the adult beverage industry. 04:03 Transition from beer to healthier alternative options. 08:05 CBD wasn't right fit; chose Ashwagandha. 12:40 Numerous packaging changes, logo remains unchanged. 13:50 Early packaging mistake led to retail disaster. 17:39 Solving problems is like building a pyramid. 21:12 Involving family in work, making sacrifices joyfully. 25:02 Creating multiple content pieces to test effectiveness. 27:04 Create diverse, frequent content for effective advertising. 30:39 Prioritize speed; decisions are two way doors. 33:24 Balance in traditional sense is a myth. 36:24 Embracing introversion for effective leadership and productivity.   👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.   👉 ⁠Follow Justin Obey on Linkedin⁠ 👉 ⁠Follow Justin Obey on Instagram⁠ 👉 ⁠Follow Justin Obey on Youtube⁠   Keywords: HOP WTR, Jordan Bass, non-alcoholic beverage, healthy alternative to beer, functional ingredients, adaptogens, nootropics, vitamin C, product development, double-hopped product, passion fruit offering, work-life balance, fitness routines, organizational strategies, calendar usage, prioritized to-do lists, "Sapiens" book, "Quiet" book, stress management, cognitive performance, regulatory challenges, social lubricant, brand formulation, packaging changes, consumer feedback, beer festivals, brand video production, return on investment, content production, "disagree and commit" philosophy, leadership decision-making.