SquareOne CPG Announces Coming Retail Rollout of New Consumer Brands

CHATTANOOGA, Tenn. (Nov. 11, 2026) — SquareOne Holdings' newly formed consumer packaged goods (CPG) division, SquareOne CPG, announced today a retail rollout of new brands, marking SquareOne's expansion beyond its restaurant concepts into consumer markets. House407 spice blends and HighKey tonics will lead the launch, reaching shelves first, with Carolina Brewery's barbecue sauces and dry rub to follow in the months after.

The recipes and techniques behind these products were developed and refined over more than 20 years of operating restaurants that serve about 50,000 guests a week, rather than built to fill a gap identified through conventional market research. This will allow consumers to recreate that same restaurant experience in their own homes.

Before founding SquareOne in 2013, CEO Allen Corey was CEO of CraftWorks Restaurants & Breweries Inc., where he managed more than $500 million in annual revenue across 120 breweries and restaurants. He previously co-founded and served as CEO of Gordon Biersch Brewery Restaurant Group.

"SquareOne has spent more than a decade building restaurant and brewery brands with staying power, and that same discipline is what we're bringing to retail," said Corey. "Starting with House407 and HighKey lets us prove out our distribution and operations before we scale into Carolina Brewery."

House407 will offer a line of spice blends, and HighKey will offer a line of tonic syrups. Carolina Brewery's line will include barbecue sauces and a dry rub, drawing on the brand's more than 20 years distributing beer across North and South Carolina and its existing loyalty base and retail trust and reach. Carolina-style barbecue has grown as a category, but no brand has claimed it nationally the way Memphis and Kansas City styles have built recognition. Carolina Brewery is positioned to fill that opening. House407 enters a spice category where chef-driven, small-batch blends are gaining share from mass-market brands, and HighKey enters a mixer and tonic category driven by the same demand, as bars and home bartenders look for alternatives to mass-produced syrups. HighKey will take a different path to market than the grocery-focused brands, prioritizing liquor stores and on-premise use behind bars, distributed primarily through a warehouse-direct model alongside select specialty distributors. Carolina Brewery's launch also extends into wholesale, where its existing beer distribution network gives SquareOne a head start establishing the sauce line with retailers as a proven partner rather than a new company entering the category.

Jeremy Prussia, president of SquareOne CPG, is leading the day-to-day rollout from the company’s Chattanooga headquarters. Prussia recently joined SquareOne as a senior CPG commercial leader with more than 20 years of experience building brands, expanding retail distribution, developing go-to-market strategies and driving profitable growth across grocery, mass, club, e-commerce and other retail channels. His career includes leadership and commercial roles spanning work with some of the most recognized names in CPG, including Coca-Cola, Starbucks, McCormick, Bush Brothers, Sweet Baby Ray's, Tabasco, Barilla and Idahoan.

"Retailers need confidence that a new brand will bring incremental value to their category and drive strong performance at shelf," said Prussia. "We're bringing restaurant-developed products to retail with a deliberate commercial strategy focused on generating consumer demand, accelerating velocity and delivering long-term category growth."

Retailer, distributor and availability details are still being finalized and will be announced closer to launch.

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About SquareOne Holding:

Based in Chattanooga, Tennessee, SquareOne Holding Company is a professional hospitality group that owns, operates and designs unique restaurants and breweries, with 20 restaurants and 11 brands across the Southeast, including STIR, State of Confusion, Massey's Kitchen, and Carolina Brewery. With a focus on authentic, made-from-scratch food and elevated bar programs, their mission statement is Every Guest, Every Time, with a goal to exceed every guest’s expectations while providing an exceptional experience. Learn more at squareoneholding.com.

In 2020, SquareOne formed the SquareUp Foundation, a 501(c) (3) charity, to organize all of SquareOne’s charity partnerships and to administer the HOPE Fund (Helping Our People in Emergencies). Across the Southeast, SquareOne’s charity partners focus on solving issues of homelessness, hunger, pediatric cancer, childhood literacy, and nature conservation. The HOPE Fund pays grants to any of SquareOne’s more than 2,000 restaurant team members facing sudden and damaging hardships. A selection committee composed entirely of servers, bartenders, hosts, dishwashers, and cooks from all SquareOne stores review and vote on each HOPE fund grant application. Learn more at squareupfoundation.org.