Alcohol industry veterans Brad and Lori Foster saw an explosion in the spiked seltzer market coming. But with it arrived a sea of indistinguishable brands. So they founded Shotgun Seltzer, a truly outsized Texas brand that eschewed simple flavors for cocktail inspirations and a focus on gaining taps at favorite watering holes. Seizing a market opportunity may get you started, but building a brand that resonates with your customers will take you the distance.

“Who hasn’t heard of Big Ass Fans? We love them in Texas, so when we heard Founder Carey Smith and his team at Unorthodox Ventures could help us build our own brand, we couldn’t wait to partner.”
-Lori Foster, Founder

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