Beverage Entrepreneur Launched Organic Alcohol Brand
The new drink, which contains zero sugar and is gluten-free, targets consumers interested in sober-curious alternatives.
Updated on Sept. 22, 2026 in Organic Food
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Founder Ben Weiss has introduced Crooked Pop, a new fermented alcohol beverage made from quinoa, amaranth, millet, and cassava. The product, which is USDA-organic and zero-sugar, is now being distributed to grocery stores and sports stadiums across the United States.
Why it matters
The brand aims to serve the growing market of sober-curious drinkers who are seeking alcohol alternatives without added sugar. By focusing on a fermented rather than distilled process, the product enters the landscape as a distinct option for those managing their sugar intake.
A recent event trial saw 3,000 to 4,000 cans sold during a Buccaneers game. While this provides an initial data point for product interest in a stadium setting, the brand's long-term market performance remains to be established.
The players
Ben Weiss
Founder of the beverage brand Crooked Pop and former creator of the antioxidant drink company Bai.
Ryan Howard
Professional athlete involved in the distribution partnership for the new beverage brand.
Trae Young
Professional athlete participating in the distribution strategy for Crooked Pop.
The details
Crooked Pop is produced through a brewing process, which allows the brand to avoid excise taxes typically associated with distilled spirits. The beverage uses a base of grains and tubers including quinoa, amaranth, millet, and cassava to achieve its profile. Distribution is currently concentrated on the retail grocery sector and professional sports venues.
Timeline
September 22, 2026: The current analysis of the beverage launch was published.
Health Landscape
This launch follows a pattern of entrepreneurs shifting focus toward beverages marketed as sugar-free or health-conscious alternatives. It follows the major industry precedent set by the $1.7 billion sale of Bai to Dr. Pepper.
For readers monitoring their sugar or gluten intake, this brand offers a specific formulation that excludes those ingredients. If you are curious about how these beverage alternatives fit into your dietary goals, it is worth discussing the impact of alcohol consumption on your health with your doctor.
The takeaway
Crooked Pop represents a shift toward fermented alcohol options that prioritize zero-sugar ingredients for the sober-curious consumer. When evaluating new functional beverages, always check the full ingredient label to ensure the product aligns with your personal health and dietary requirements.
Further reading
For more information on the evolving standards for labeling and ingredient safety in the beverage industry, visit the Organic Food section.
Source note: This article includes information reported by Adweek.
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Would you trust a new zero-sugar alcohol brand to provide a better alternative to traditional drinks?
