Building Powder-Stick Efficiency in an RTD Can | Jordan Wilson, Sap's

On this episode, we’re joined by Jordan Wilson, Co-Founder & CEO of Sap’s, the clean, canned hydration brand built to deliver “powder-stick efficiency in an RTD can.” Jordan opens up his R&D playbook (coconut-water powder, a small amount of natural sugar, shiitake/adaptogens, and acidity/mouthfeel), explains why Sap’s moved from sleeves to digitally printed cans, and breaks down the realities of scaling with regional DSDs. We get tactical on EOS and core metrics, hiring, H-E-B’s flex-item authorization and how Jordan is working to solidify a permanent place on the shelf, c-stores, demos and the “experiential channel” Sap’s is building through run clubs, golf, and pickleball. —---------------Episode Highlights:💧 Formulating a daily-use hydration RTD in a can🧪 Iterating flavor at scale: acid profile, off-note fixes, “easier to chug” mouthfeel🥫 Why the can matters: sustainability, shelf pop, and social cues vs. PET🎨 Visual identity that signals “pre-sugar Gatorade” trust🧵 Sleeves vs. digitally printed cans: COGS, line speed, and operational complexity🚚 Distributors: when small DSDs beat big houses, and how to make both win🏪 H-E-B flex authorization🛒 C-store strategy🎟️ Building an “experiential channel” (run clubs, golf, pickleball) 📊 Operating cadence: EOS rocks and scorecards👥 Why Sap’s hired a Chief Sales Officer🔭 Brands & trends Jordan is watching across hydration, better-for-you, and athleisure—---------------Table of Contents:00:41:28 - Intro and origin story03:20:22 - Formulation and R&D07:28:15 - The impact of the can packaging form factor10:48:21 - Visual identity and packaging design12:15:17 - Sleeves vs digital printed cans14:45:00 - Recs for the brand identity and vis id development process15:49:06 - Distributors, big vs small, how to optimize for success19:41:01 - Retail, flex auth at H-E-B, pushing velocity, demos23:28:20 - C-stores26:27:06 - Sap’s “experiential channel”27:55:20 - Metrics, EOS29:10:12 - Hiring, the new Chief Sales Officer31:30:00 - Brands and trends Jordan is following—---------------Links:Sap’s - https://www.sapsoriginal.comFollow Jordan on LinkedIn - https://www.linkedin.com/in/jordan-wilson-13209159/ Follow me on LinkedIn - https://www.linkedin.com/in/adam-martin-steinberg/ For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.Shout out to my friends over at Glimpse, the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.Are you in the market for a new flexible packaging partner? Check out HD Packaging. Third-generation, family-owned and built for the needs of category leaders like Newman’s Own and A Dozen Cousins. Faster launches, lower costs, and no artwork fees.