In a consumer deep dive, we found some pretty depressing news: our target audience was feeling pretty low. Growing up with 24hr news and surviving their first global pandemic, stress levels were at an all time high.

But despite it all, 99% of consumers expressed a positive outlook on their post Covid-19 future, and we thought there was something quite bright and beautiful in that.

So, we thought, why not make a brand that brought a little optimism back into the world?

So we made a low calorie hard seltzer to make kicking back with a cold one the easiest decision of your day. No arm twisting. No drama. After all, life’s too short to turn down good times with friends.