Backed by beer giant Constellation Brands and boasting functional benefits to promote relaxation, HOP WTR has quickly emerged as an early player in the growing non-alcoholic, hops-infused beverage category, trading on the growing demand for beer alternatives. In this video, filmed last week at Natural Products Expo West 2022, HOP WTR co-founder and CEO Jordan Bass breaks down the brand’s new “Up to No Good” marketing campaign highlighting the brand’s “No Alcohol” credentials and sheds more light on the recent equity investment by MMA fighter Dustin Poirier into the company. Bass also covers the company’s recent distribution expansion and its innovation strategy moving forward.