We’re excited to introduce you to the always interesting and insightful Sam Cranshaw. We hope you’ll enjoy our conversation with Sam below.

Sam, thanks for joining us, excited to have you contributing your stories and insights. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

I think the non-alcoholic beverage industry is having a bit of a renaissance right now. It has traditionally been a very underserved market filled with sweet drinks, but with few good options to compliment a good meal. That all seems to be changing. When I go out I see more and more people choosing alternative beverages. I think this can largely be attributed to the fact that they simply were not widely available combined with a growing cultural acceptance of sobriety. Kombucha has played an integral role in proving that the market is there, and seltzer has become exceedingly popular, both NA and boozy. So there is a perfect place for Hopped Seltzer in the marketplace.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers?

Hopped Seltzer Co. came about quite naturally and kind of by accident. I was a brewer and a beer snob, but a few years ago I quit drinking. It was one of the best decisions of my life. I continued to hang with the same friends and go out to the same venues, breweries, restaurants and bars. I was happy to not be consuming alcohol but painfully underwhelmed by the sugary options. I decided to put my brewing and plant extraction experience to work. The original goal was simply to make something tasty to enjoy while everyone else was drinking. After about a year of playing around with recipes and techniques, I came up with Hopped Seltzer. It was everything I wanted and everything I had been missing. Upon sharing it with friends who drink and friends who don’t, it became clear that there was a place for it.

I ordered over 30 varieties of hops, some cans, and a bench top canning machine, and started cranking out seltz in April 2020 (with contactless home delivery.)

To this day I am the entire company. I am proud to be sold in over 25 places around Fort Collins. I still use that bench top canning machine, and I still crush Hopped Seltzer all day.

I am hoping to expand to Denver this Spring and perhaps someday hire an employee.

What do you think helped you build your reputation within your market?

I have largely relied on how tasty my product is and cool local art. At this phase I am doing all manufacturing, sales, and marketing for Hopped Seltzer Co, as well as other work for supplemental income. As a result, there has been less sales and marketing than I would like. I change the background on my cans periodically which keeps things interesting. I also have gotten the opportunity to work with some of my favorite local artists such as Lindee Zimmer, Faith Johnson, and Chris Jones.

Additionally, I have sponsored several great organizations and events such as the Fort Collins Mural Project and the annual Launch Community Through Skateboarding art show. I have found that by aligning my brand with organizations I respect, I am able to grow my brand organically and reach customers.

How do you keep in touch with clients and foster brand loyalty?

Directly. I respond to correspondence promptly, work farmers markets, and do all of my deliveries myself. At this phase I am working to build a strong reputation and it seems to be paying off. I have many customers ordering cases each week and more and more businesses are carrying my product.

Contact Info:

• Website: hoppedseltzer.com
• Instagram: hoppedseltzerco

Image Credits
Photos in front of skateboards by Chad Seidel