CEO Joe Hill launched the company in June 2025 after a personal search for a social beverage that avoided the artificial ingredients and chemical aftertaste common in early-market alcohol alternatives. By utilizing organic agave and real fruit juice rather than preservatives, the brand has cultivated a loyal customer base that frequently swaps evening beer or wine for its infused options.

The leadership team—Hill, President Robert Paslaqua, and Head of Business Development Max Strong—has woven a mission of wildlife conservation into the company’s core identity. A portion of every sale supports the care of animals at a Sarasota big cat habitat, a cause represented by Kumo, the leopard featured on the brand’s packaging. As the company moves into its second year, it is currently negotiating placements with big-box retailers to scale its presence in the functional beverage sector.