How Poppi’s founders built a new soda brand worth $2 billion

Building a healthier soda brand requires relentless grit, strategic partnerships, and a willingness to pivot under pressure. Allison and Stephen Ellsworth transformed their kitchen-based apple cider vinegar drink into Poppi, a multi-billion dollar brand, by leveraging the "smart money" of industry experts like Rohan Oza to refine their branding and distribution. When the COVID-19 pandemic disrupted traditional retail, the founders shifted to a digital-first strategy, using TikTok to build a massive, community-driven following that bypassed traditional geographic limitations. This agile approach culminated in a high-stakes, last-minute purchase of a Super Bowl "floater" ad, which tripled brand awareness and propelled annual revenue past $500 million. Ultimately, the couple’s ability to treat their toughest challenges—from early financial instability to the complexities of a massive acquisition—as opportunities for growth defined their success in the competitive beverage industry.