Troop

What Troop does

Troop Beverage Co. is a California-based ready-to-drink craft cocktail company that produces canned cocktails formulated with exactly five real ingredients and named craft spirits (Rum Mojito, Bourbon Smash, Gin Spritz, Vodka Lemonade, Tequila Paloma). Recipes are developed by founders CC DesRosiers and Reed in San Francisco and produced by master distillers in Napa, with produce sourced from California farms. The company was founded circa 2018 and operates from a PO Box mailing address in San Francisco; production partners and craft-spirit suppliers span California, Missouri, and the US Virgin Islands.

Name

Troop

Legal name

TROOP BEVERAGE CO.

Website

https://drinktroop.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Troop Beverage Co. is a California-based ready-to-drink craft cocktail company that produces five-ingredient, full-strength canned cocktails and sells them direct-to-consumer via Shopify, through a no-commitment monthly membership, and at retailers including Whole Foods and Total Wine.

Ownership category

akta.pro rank

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce Sales: One-time online purchases of canned cocktails via the Shopify-powered drinktroop.com storefront (including a Variety Pack / 4-Packs). Troop acts as a buying agent; orders are fulfilled by licensed retailers (Drizly, Postmates, Saucey).
2. Troop Membership / Subscription: Recurring subscription program offering regular shipments of handcrafted cocktails plus member-only perks (discounts, early access, curated experiences, partner restaurant/bar/winery discounts). 30% off first month with code NEWTROOPER. Pause or cancel anytime.
3. Retail Wholesale Distribution: Wholesale placement at national and regional beverage retailers including Whole Foods, Total Wine & More, Woodlands, Gus's, Sonoma Market, and Epicurean Trader.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Troop Beverage Co. produces and sells full-strength, canned craft cocktails made with exactly five real ingredients and craft spirits (no malt-base substitutes), spanning five named SKUs (Bourbon Smash, Rum Mojito, Gin Spritz, Vodka Lemonade, Tequila Paloma) plus a multi-flavor Variety Pack. The company sells primarily direct-to-consumer via its Shopify-powered drinktroop.com storefront and a monthly membership with home delivery, with supplemental wholesale placement at national and regional beverage retailers and fulfillment routed through licensed third-party alcohol delivery services.

Product overview

Troop Beverage Co. offers a single, focused product line of full-strength, full-flavor craft cocktails in cans, centered on five named SKUs — Troop Bourbon Smash, Troop Rum Mojito, Troop Gin Spritz, Troop Vodka Lemonade, and Troop Tequila Paloma — each built from exactly five real ingredients and craft spirits. The three top-selling SKUs (Bourbon Smash, Rum Mojito, and Gin Spritz) are also bundled together as the Troop Variety Pack sampler, which is the homepage's primary conversion point. Layered on top of the beverage line is the Troop Membership, a no-fee, no-commitment DTC subscription that delivers regular shipments, member pricing on the cocktails, early event access, and curated experiences. All products are positioned against a "real ingredients / craft spirits / no nonsense" brand promise and are distributed both direct-to-consumer via the Shopify-powered drinktroop.com site (with orders routed to Drizly, Postmates, or Saucey for fulfillment) and through retail partners such as Whole Foods and Total Wine.

Differentiator

Problem solved

Functional benefit

Brands

• Rum Mojito: Ready-to-drink craft cocktail made with rum (US Virgin Islands), lime from Ventura, CA, mint from San Francisco, soda water, and cane sugar.
• Bourbon Smash
• Gin Spritz
• Vodka Lemonade
• Tequila Paloma

Products and services

• Troop Rum Mojito Full-strength canned craft cocktail made with rum (US Virgin Islands), lime from Ventura CA, mint from San Francisco, soda water, and cane sugar; tagged on the homepage as "Lime and Mint."
• Troop Bourbon Smash Full-strength canned craft cocktail made with bourbon whiskey (St. Louis, MO), black tea leaves, lemon, mint, and cane sugar; 145 calories, 6g added sugar; tagged on the homepage as "Lemon and Spice."
• Troop Gin Spritz Full-strength canned craft cocktail made with gin, homemade amaro (El Dorado Hills, CA), hibiscus, lemon, and soda water; 130 calories, 3g added sugar; tagged on the homepage as "Lemon and Hibiscus."
• Troop Vodka Lemonade Full-strength canned craft cocktail made with vodka, lemon juice, soda water, and basil simple syrup; 140 calories, 5g added sugar.
• Troop Tequila Paloma Full-strength canned craft cocktail made with tequila, grapefruit juice, lime juice, soda water, agave syrup, and salt; 125 calories, 2g added sugar.
• Troop Variety Pack Multi-flavor sampler pack bundling Troop's three top-selling canned craft cocktails, marketed as "a drink for every friend and every occasion" and serving as the homepage's primary conversion point.
• Troop Membership No-fee, no-commitment subscription delivering regular shipments of handcrafted cocktails to the member's door (3–5 days after sign-up), with member-only perks including discounts on cocktails, early access to in-person events, exclusive partner restaurant/bar/winery discounts, and the ability to pause or cancel anytime.

Quantifiable outcome

• Sales grew 220% in 2020
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability1 record

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationShopify powers Troop Beverage Co.'s online store (drinktroop.com), processing Order Information including payment, shipping, and customer account data per the company's Privacy Policy.
• Google AnalyticscoreTechnology or IntegrationGoogle Analytics is used to understand how customers use drinktroop.com and to optimize the Site, per the company's Privacy Policy.
• Stodge, LLC d/b/a PostscriptcoreTechnology or IntegrationStodge, LLC d/b/a Postscript is the third-party service provider that transmits Troop's mobile messages within its SMS/MMS marketing Program, per the Mobile Messaging Terms & Conditions.
• DrizlycoreChannel Partner/ Reseller/ DistributorDrizly is one of three licensed alcohol beverage services (alongside Postmates and Saucey) used by Troop to fulfill customer orders submitted through drinktroop.com; orders are subject to Drizly's terms of service.
• PostmatescoreChannel Partner/ Reseller/ DistributorPostmates is one of three licensed alcohol beverage services (alongside Drizly and Saucey) used by Troop to fulfill customer orders submitted through drinktroop.com; orders are subject to Postmates' terms.
• SauceycoreChannel Partner/ Reseller/ DistributorSaucey is one of three licensed alcohol beverage services (alongside Drizly and Postmates) used by Troop to fulfill customer orders submitted through drinktroop.com; orders are subject to Saucey's terms of service.
• California State Parks Foundation's Wildfire Relief FundminorOthersAnnual nonprofit partnership under which Troop supports an environmental cause. For the current year, Troop is partnering with the California State Parks Foundation's Wildfire Relief Fund to protect and restore California landscapes impacted by devastating wildfires.
• Troop Membership partner restaurants, bars, and wineriesminorGTM or Marketing PartnerTroop membership perks include exclusive discounts at partner restaurants, bars, and wineries, supporting joint marketing and community activation around the Troop brand.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Cutwater Spirits: One of the most established canned craft cocktail brands in the U.S., offering a deep portfolio of full-strength cocktails (margarita, mule, Paloma, etc.) distributed nationally through off-premise retail and DTC. Direct overlap with Troop on product format, channel mix, and target consumer, with substantially greater scale and trade support.
• On The Rocks Cocktails: Premium ready-to-drink craft cocktails (e.g., Old Fashioned, Margarita, Cosmopolitan) backed by Beam Suntory, distributed through national retail and on-premise. Closely comparable to Troop's full-strength, real-spirits positioning but with much larger marketing budget and broader SKU coverage.
• Tip Top Cocktails: Premium canned craft cocktail line (Negroni, Old Fashioned, Manhattan, etc.) positioned on craft spirits and classic recipes, sold through DTC and select retail. Targets a similar "real drink for real drinkers" consumer as Troop, with overlapping SKU philosophy and brand storytelling.

Broad incumbents

• Anheuser-Busch InBev: Global brewer that owns Cutwater Spirits and other RTD cocktail brands. Operates the trade relationships, production scale, and shelf budgets that define what a brand like Troop must compete against in national retail.
• Diageo: Largest spirits company in the world with a growing portfolio of canned and bottled RTD cocktails (e.g., Tanqueray, Captain Morgan). Sets the pricing and shelf strategy benchmarks that craft RTD entrants like Troop must navigate to secure national off-premise distribution.
• Truly Hard Seltzer: Boston Beer Company's flagship hard seltzer brand and a category leader in flavored, lower-calorie RTD alcoholic beverages. Shares with Troop a target health-conscious, flavor-forward adult drinker and off-premise distribution footprint, but at vastly greater scale and SKU breadth.
• White Claw Hard Seltzer: Mark Anthony Brands' category-defining hard seltzer, dominant in off-premise RTD. Overlaps with Troop in targeting adult beverage consumers seeking convenient, lower-calorie alcoholic options, but competes in the seltzer sub-category rather than full-strength craft cocktails.

Emerging players

• High Noon Sun Sips: Hard seltzer-style RTD brand using real vodka and fruit, distributed nationally with very high velocity. Comparable to Troop on the "real spirits, low sugar, transparent ingredients" positioning, but operates at much greater scale in the malt/spirit seltzer lane adjacent to canned cocktails.
• De Soi: Non-alcoholic aperitif brand co-founded by Katy Perry and Morgan McLachlan, sold through DTC and premium retail (Whole Foods, Erewhon). Comparable to Troop on female-founder-led lifestyle branding, premium positioning, and ingredient transparency, though non-alcoholic vs. Troop's full-strength cocktails.
• Be Mixed: Low-calorie, low-sugar cocktail mixer brand sold through DTC and retail, targeting mindful drinkers who want to control ingredients. Comparable to Troop on the health-and-ingredient-conscious adult beverage consumer and the transparent-label positioning, though Be Mixed sells mixers rather than pre-mixed canned cocktails.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/drinktroop
• Facebookfacebook.com/drinktroop
• Instagraminstagram.com/drinktroop

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Troop