Ep. 60 Sean Mossman of COOP Aleworks, makers of Sonic Hard Seltzers

--- Panel --- Harry is joined by Sean Mossman of COOP Aleworks based in Oklahoma City, Oklahoma's largest craft brewer, and maker of the hot Sonic Drive-Inn's hard seltzer line.   Editors Jenn Litz-Kirk and Jordan Driggers also join. ---Time-Stamped Contents --- 00:00 intro - technical difficulties and hilarious banter.  00:20 sean mossman of coop aleworks, makers of sonic hard seltzer. 02:00 whirlwind year since idea for sonic hard seltzer took root.  03:30 saw other co's doing collabs with non-alc, blurring lines. 04:00 the cold text that changed everything.  05:30 license deal, works closely with sonic.  05:40 sacred responsibility for brand's equity. 06:20 getting flavors right.  07:30 tweaking flavor, package. walking through process of moving to contract production with city brewing. 09:20 sonic involved in every step: "joined at the hip and we're grateful." 11:00 remembering memorial day launch in ok city.  moving to sleek cans as more available now. 13:00 after rolling out new markets, what national share? sonic seltzer share bet with jenn. 14:00 surpassing coop craft colume. 14:30 memorial day blowout.  re-set at 12 share of sonic. 16:40 sonic brand awareness extends well beyond mason-dixon line. 19:00 choosing distributor networks in expansion markets.  agnostic to red or blue/silver, but..... 21:30 texas with red network, running on fire. 22:50 any confusion from consumers going to a sonic? 23:00 coop does the marketing.  good out-of-home boards.  10% of revs on marketing. 24:00 coop taking marketing to whole new level. 26:30 looking at topo chico model.  27:00 like topo, sonic bringing in new incremental consumers.  28:25 will there be innovations? how big? new pack sizes? 30:00 coop could become best-in-class operator of crossover brands with great network.  "house of brands" 31:50 chain acceptance. 32:35 national chains and regional chains supportive. 33:00 number one seltzer in central texas heb's for first ten days of launch. 35:00 chains getting behind brand early was crucial. 36:20 sprinting up the last part of the hill. finish the job. 37:15 plug of beer summit jan 30 hotel del. ---About--- Beer Business Daily publisher Harry Schuhmacher joins his editors and other guests 2 times a week as they grok the industry issues of the day.   -Podcast Hotline: Text or call Harry in confidence at:‪ (262) 345-2501‬ -Audio/Video feeds at BeerNetRadio.com -Articles referenced at beernet.com -Twitter / IG / TikTok:  @beerbizdaily