Constellation Brands has agreed to acquire the remaining stake in Hopwtr, a fast-growing U.S.-based non-alcoholic brand, strengthening its position in one of the most dynamic segments of the beverage market. The transaction, expected to close in early April 2026, follows an initial investment made in 2021 (inside.beer, 28.7.2021) and reflects the company’s broader strategy to address shifting consumer preferences toward moderation and functional drinks.
Founded in 2020 by Jordan Bass and Nick Taranto, Hopwtr offers calorie-free sparkling beverages brewed with hops, adaptogens, and nootropics. The brand was designed as a beer alternative that combines familiar hop flavors with functional ingredients such as ashwagandha and L-theanine, targeting consumers seeking both refreshment and perceived wellness benefits. The products are widely distributed across the USA through major retailers and specialty outlets.
Bass, founder and CEO of Hopwtr, will join Constellation as part of the transaction, with the existing team expected to continue shaping the brand’s development. In the near term, production and distribution structures will remain unchanged. Bass emphasized that the partnership will accelerate growth by leveraging Constellation’s industry expertise and scale.
Jim Sabia, President of Constellation’s Beer Division, described the acquisition as a natural extension of the company’s no- and low-alcohol strategy. He highlighted that the non-alcoholic segment is among the fastest-growing categories in beverage alcohol, supported by data showing a 22% increase in U.S. dollar sales in 2025.
Beyond pure growth figures, the move reflects a broader structural shift in consumer behavior. Functional beverages and alcohol-adjacent products such as hop water are increasingly appealing to younger and health-conscious consumers, including those practicing “zebra striping” — alternating between alcoholic and non-alcoholic drinks. Industry observers note that hop water also broadens the addressable market beyond traditional beer drinkers, positioning it as a complementary rather than cannibalistic category.
The acquisition also signals a strategic bet on diversification. By adding Hopwtr to its portfolio — which already includes non-alcoholic extensions of beer and wine brands — Constellation is aligning itself with a future in which variety, functionality, and moderation play a central role in consumer choice. The involvement of a major beverage group could further accelerate awareness and adoption of hop water, potentially creating a “halo effect” that benefits both the category and the broader beer sector.
