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HOPWTR was founded in 2020 by Jordan Bass and Nick Taranto with the vision of creating a new category in the beverage space that combines the taste of hops with functional ingredients like adaptogens and nootropics as a healthier alternative to beer. It offers hop-infused sparkling water that helps consumers unwind and feel their best without alcohol or calories.
They have since launched 10 flavors and successfully expanded to over 8,000 retail stores nationwide, including Walmart, Sprouts, Whole Foods, and Trader Joe's.
When HOPWTR entered the retail space in 2022, its team faced two primary challenges that threatened its growth trajectory: building an emerging brand in an already crowded product category and educating consumers about non-alcoholic alternatives while competing for limited shelf space.
HOPWTR’s marketing team was looking to leverage their strength as a digitally native, DTC-first brand as they expanded into retail. They needed scalable and ROI-positive tools to help them drive trial and takeaway as they launched new retail accounts. Historically, traditional paper coupons created significant operational overhead, lagged reporting and made it difficult for them to scale and target their promotional efforts efficiently.
The ability to easily deploy rebates across their digital marketing ecosystem, centralize their rebates in one place and access a suite of real-time analytics Aisle the clear choice.
“Before using Aisle, we relied on a combination of manual tracking, in-store promotions, and third-party rebate platforms, which were fragmented, slow to implement, costly, and time-intensive. With Aisle we no longer had to worry about high minimum spend requirements or being limited to supporting only a select number of retailers, which was a critical factor as an emerging brand scaling retail distribution.” - Ryan Haggerty, VP of Marketing & Innovation.
When Ryan and the HOPWTR team were ready to onboard Aisle, they worked with their designated Brand Strategy Manager to build out their first campaign.
“The process was seamless, with dedicated support from Aisle’s team to ensure that all campaigns were set up correctly and our full team was trained on the platform.”
HOPWTR's main goal was to drive velocity across key retail partners. Their first campaign was a nationwide free unit offer available at all of their key retailers. It included a buy one, get one (BOGO) repeat offer to drive repeat purchases and a referral program.
They also test additional rewards, such as buy 3, get 1 free, on their single cans at Walmart to drive higher unit velocities.
As they launched additional products to market (6 packs, Variety 12-packs), they have launched $2, $3, and $5 off rewards to see which offers drive the most cost-efficient volume at the register for these higher-price point products.
The HOPWTR team also leveraged other Aisle capabilities like giveaway campaigns, with the goal of growing their email and SMS marketing list, while also incentivizing additional retail purchases by way of additional entries (with each additional validated receipt).
Over the past two years, HOPWTR has successfully used Aisle to boost product trial and velocity. By offering cashback rebates across different retailers, they've created custom consumer experiences that increase their product sales velocities and grow their retail marketing database.
HOPWTR's free can campaign is an ongoing, evergreen campaign that has been highly effective, particularly at Walmart and Whole Foods—two of their most crucial retail partners. The campaign has generated impressive results: over 9,000 in-store purchases, a 19% customer conversion rate, and a 5% customer repeat purchase rate.
Additionally, their national promotion offering $3 off 6- and 12-packs has been equally successful, achieving a remarkable 35% in-store conversion rate.
Their Yeti and Aloha Summer giveaway campaigns, both run on Aisle’s giveaway infrastructure, resulted in double-digit velocity lifts during the eligible sign-up period.
As of today, HOPWTR has collected data on over 70,000 new retail consumers and attributes over 13,000 purchases to Aisle, a 19% conversion rate. Roughly 45% of these redemptions have been for their 12 oz cans, with an additional 55% of redemption volume representing their 6- and 12-pack products across their larger retail partners (Sprouts, Walmart, Target, Kroger).
