SANS emerged victorious from BevNET’s New Beverage Showdown 24 today, joining a cohort of well-known beverage brands such as Health-Ade and Rise Brewing Co. who have claimed victory in the bi-annual pitch competition.
Founded earlier this year by Kevin “Taejin” Kreider from hit Netflix series Bling Empire, SANS is an Asian-themed alcohol alternative. SANS was named after its French root, “without,” and represents Kreider’s own journey with sobriety and his mission to disrupt the non-alcoholic beverage space.
“If you look at all TV and media, when you see people who are getting sober, or have an alcohol problem, you only see the rock bottom, you knowm…, and they just go to recovery, you don’t see that they can live a cool, sexy, sober life,” said Kreider while pitching his brand. “And that’s what I wanted to change. I wanted to change that. So I want to make sobriety, sexy, healthy, and sophisticated.”
During Tuesday’s round, finalists were given five minutes to pitch their product and brand while explaining to the panel of judges where their products are situated in the market, their blueprints for scaling and how they plan to stand out in the saturated beverage category.
Judges for the final round included BevNET CEO and founder John Craven; Dan White, Chief of New Revenue Streams at The Coca-Cola Co.; Cassie Finley, Director of Merchandising at Kroger; and Charles Casano, Co-Founder and CEO at Hi-Touch Distribution.
The competition was sponsored by the Coca-Cola Company’s Venturing and Emerging Brands (VEB) unit.
The judges praised the brand for the taste of its Dragon Ginger-flavored, adaptogen-infused beverage. The cans currently retail online for $49.99 per 12-pack of 12 oz. cans and, as of this week, are also available at curated online marketplace Bubble.
Meanwhile, the judges also said the brand could broaden its reach by marketing itself as a functional beverage rather than just as an alcohol alternative.
Looking ahead, Kreider said he plans to use this feedback while exploring new opportunities, such as expanding the brand’s retail footprint.
“I’m definitely taking some of the feedback of just becoming better than just an alcohol alternative. As one of the judges mentioned, I think it’s a great strategy,” said Krider following the win. “I have great advisors who have been in Erewhon and other retailers before so we’re going to take the advice of that.”
SANS emerged victorious from a field that included five other finalists including canned spring water ApeBeverages; Volay, a caffeinated sparkling water; Plants By People, a botanical beverage blend; EriTea spiced iced teas; and MelaWater watermelon water.
As victor, SANS will receive a $10,000 awareness-building advertising package and join the ranks of past New Beverage Showdown winners including Plink!, Hiyo, Agua Bonita, Kite, Cann and HopTea.
The finalists were chosen from a field of 12 that included zero-proof beverage maker Tilden Cocktails; Running Lights, a better-for-you soda; Seoul Juice, Korean pear juice beverage, Artizn prebiotic tonic, Pink Cloud Beverages hemp-infused functional drinks, and bonbuz alcohol-free functional spirits.