Sparkling tea producer OOSO was crowned the champion of New Beverage Showdown 29, joining an elite cohort of well-known beverage brands such as Health-Ade and Poppi that have previously claimed victory in the bi-annual pitch competition.
Founded in 2023, the Brooklyn-based brand produces a range of tea-based wine alternatives. Offered in two flavors – Green Tea, Mint & Lime and Hibiscus, Ginger & Currant – the adaptogenic beverage features ashwagandha, L-theanine and Vitamins B and C.
“We like to say that we’re steeped in the perfect blend of nutrition innovation, whether you’re living an alcohol-free lifestyle or simply taking a break – it allows you to be unapologetic,” said co-founder Sophie Raciatti while presenting on stage.
During Thursday’s final round, entrepreneurs were allotted five minutes to pitch their product and brand while explaining to the panel of judges where their beverages are situated in the market, their blueprints for scaling and how they plan to stand out in the crowded market.
Judges for the round included Charlie New, Global Category Merchant, Whole Foods; Dan White, Chief of New Revenue Streams, The Coca-Cola Company North America; John Craven, Founder and CEO, BevNET; and Paula Grant, Founder, Suite9C.
The competition was sponsored by Coca-Cola North America’s New Revenue Streams unit.
The judges praised OOSO for its liquid, aesthetically pleasing and refined packaging and storytelling.
“I want to compliment your restraint and editing. Far too many brands have not succeeded because they try to be a little bit of everything for everyone. You genuinely have a great identity,” said New.
The brand previously won best package design and best new product in BevNET’s Best of 2024 Awards.
OOSO’s products are available in 8.4 oz. cans, 4-packs and 750ml bottles on the brand’s website and in a variety of independent retailers and on-premise locations, including Gold Star Deli in Brooklyn, Freelance Coffee Project in Newport Beach, California, and Monsoon Market in Phoenix, Arizona. According to Racciatti, the brand has “smashed” its revenue goals and launched with a major New York City distributor.
The Brooklyn-based brand beat out five other beverage startups in the round, including Jubilee’s flavored milk, Kif kefir soda, Lucky Ox Asian sparkling beverages, Cómo No caffeinated sparkling water and HY.Q modern sports drink.
Along with hard-earned bragging rights, OOSO will walk away with a $10,000 awareness-building advertising package and join the ranks of past New Beverage Showdown winners, including Cann, MALK and Hiyo.
The finalists were chosen from a field of 12 that included AVSOME avocado seed tea, Deadless adaptogen elixir, FUZZEE functional coffee, Lemonuka lemonade and iced tea, Liquid Youth sparkling collagen water, and ZenJoy stress relief drink.