Hop Wtr delivers the beer-drinking ritual — hops, adaptogens, sparkling — without alcohol, targeting active males in the sober-curious space.
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See all ads on AdLibrary →Hop Wtr is an LA-based hop-infused sparkling water brand co-founded in 2020 by Jordan Bass and Nick Taranto (co-founder of meal-kit brand Plated). Each can contains hops, adaptogens, and nootropics with zero alcohol and zero sugar. After a Shark Tank appearance and investment from Btomorrow Ventures (BAT), it distributes at Whole Foods, Target, and Amazon. Also searched as Hop.
Hop Wtr's ads are positioned for the beer-drinking athlete who wants a NA option that doesn't feel feminine or medicalized. Hops as an ingredient signal beer culture; adaptogens and nootropics signal performance wellness. The combination creates a male-coded NA product in a category dominated by softer aesthetics. Browse their ad creative at AdLibrary.
Meta ads target active adult males 25-40, outdoor enthusiasts, craft beer fans, and sober-curious consumers. Facebook creative emphasizes athletic contexts — post-workout, trail running, social grilling. Instagram creative is aspirational outdoor/lifestyle focused. The Shark Tank credibility appears in brand story variants.
Core copy themes: real hops (not flavoring), adaptogens for calm focus, zero alcohol/calories/sugar, "the beer drinker's NA option," and outdoor adventure contexts. Tone is direct, active, and masculine-coded without being alienating. The functional ingredient stack (ashwagandha, L-theanine) adds wellness credibility.
Hop Wtr identified a gap: beer drinkers who wanted NA options felt underserved by the existing market of NA beers (stigma of "near-beer") and sober-curious brands (too feminine/medicalized). By coding a new product format (sparkling water with hops) as athletic and male-friendly, they created a positioning space that neither Athletic Brewing nor Ghia occupies.
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