About the Company

Tolago is an all-natural hard seltzer brand offering four unique flavors: Agave Lime, Guava Mango, Ginger Pear, and Cherry Rose. Made from sustainably sourced, 100% organic agave and real fruit juice, the gluten-free seltzers are free of artificial additives and have 100 calories per serving. The brand reflects California's lifestyle and environmental values, from production to packaging, and supports initiatives like 1% for the Planet. Tolago launched in October 2020 and partners with distributors and delivery platforms to reach customers.

The team behind Tolago consists of 34 creative professionals, including musicians, athletes, and entrepreneurs. Tolago differentiates itself through its premium pricing strategy, high-quality ingredients, and environmentally conscious practices. Its community-driven ownership structure ensures a long-term vested interest in the company's success.

Idea Behind Company

Nick Greeninger, a marketing professional with extensive experience in the beverage industry, was inspired to create a "better-for-you" product. After graduating from San Diego State University, he worked with notable brands like Rip Curl, Saint Archer Brewing, and Future Proof, gaining expertise in marketing and product development. Nick envisioned a premium hard seltzer with real ingredients, a focus on sustainability, and a brand aligned with California's creative culture.

Tolago's founding team sought to disrupt the market by avoiding artificial flavoring and creating a clean, organic product. The collective ownership model, involving advocates with strong social influence, further solidified Tolago's community-driven approach. The mission was clear: to produce a seltzer that reflects quality, authenticity, and a connection to California's values.

Creating the Company

Developing Tolago began in December 2019 with extensive planning, branding, and product formulation. The team focused on creating a crisp, refreshing hard seltzer without the chemical aftertaste typical of mainstream brands. Sustainability played a key role, from sourcing ingredients to designing packaging that reflected California's culture and history. The name "Tolago" was inspired by the Spanish influence in California and co-founder Matt McCormick’s artistic vision.

The team conducted numerous flavor trials to ensure quality and partnered with a formulation specialist to use real fruit and organic agave. Navigating government regulations for alcoholic beverages and securing a co-packer to meet production standards were significant challenges. Within seven months, Tolago was ready for production.

Launching the Business

Tolago launched in October 2020 with a strategy that set it apart in the liquor industry. Instead of waiting for in-store availability, the team built pre-launch brand awareness using their owner advocates' social influence. This generated demand before the product hit shelves. Partnerships with major distributors like RNDC provided instant statewide availability in California, while collaborations with delivery platforms such as Drizly, Postmates, and GrubHub expanded reach.

The launch included a strong focus on digital advertising, social media engagement, and e-commerce. Tolago's efforts quickly paid off, with high reorder rates and a growing customer base. The company also explored traditional retail channels and plans to expand into new markets like New Jersey, New York, Arizona, and Nevada.

Earnings

Since its launch, Tolago has achieved rapid growth, pulling in over $220,000 in revenue within its first few months. The company now generates $68,000 per month in revenue and attracts around 26,000 unique website visitors monthly. Its partnerships with distributors and delivery platforms have driven steady sales, with some retailers selling 50 cases every few days.

Looking ahead, Tolago is focused on expanding its reach to new states while maintaining its commitment to quality and sustainability. Despite challenges like ingredient sourcing and aluminum can shortages during the pandemic, Tolago’s innovative strategies and strong team have positioned the company for continued success in the premium hard seltzer market.