Hazlo

What Hazlo does

Hazlo is a Denver, Colorado-based craft beverage company that produces non-alcoholic functional sparkling beverages (branded as "smart seltzers") marketed toward health-conscious adults seeking alternatives to alcohol for social drinking, wind-down, and recovery occasions. The product portfolio consists of three flavor SKUs (Lime & Mint Spritz, Lavender & Lemongrass Spritz, Lemon & Holy Basil Spritz) plus a Spritz Multipack, each formulated with a proprietary blend of functional ingredients including Panax Red Ginseng (90mg per serving), Ginkgo Biloba (20mg), Magnesium Glycinate, and additional botanicals such as Holy Basil, Lavender, and Spearmint. The formula was co-developed with James Beard Award-winning mixologists and is positioned around supporting the body's return to homeostasis via combined adaptogens, antioxidants, and electrolytes, with each 12 fl oz serving containing only 20-30 calories and 5-9g of sugar.

The company's revenue model is hybrid: direct-to-consumer e-commerce through drinkhazlo.com (Shopify-powered) with one-time purchase and a subscription option (15% recurring discount, configurable 2/4/6/8-week delivery cadence at $33.99-$39.99 per case of 12), combined with wholesale distribution to regional accounts including bars, restaurants, music venues (Mission Ballroom, Fiddler's Green Amphitheatre), and online grocery (Pinemelon), with pending entry into Natural Grocers. Founded in 2018 by Sam, a former software salesperson, Hazlo remained bootstrapped until a 2025-10-24 investment from LvlUp Ventures. Operations are lean (1-10 employees) and concentrated geographically in Colorado, with nationwide reach via the DTC website but no disclosed national broker, distributor, or large retailer relationships.

Hazlo's go-to-market combines content marketing (recipes, blog, brand storytelling), paid/organic social on Instagram, TikTok, and Facebook, a newsletter funnel with 10% first-order incentive, and a Partner & Ambassador Program for community-driven acquisition. The website's homepage explicitly shows "Sold out" status on the Spritz Multipack and two of three individual flavor SKUs, indicating demand is currently outpacing supply capacity, a constraint that the recent LvlUp Ventures capital is presumably intended to address alongside the Natural Grocers rollout.

Name

Hazlo

Legal name

Hazlo

Website

https://drinkhazlo.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Hazlo is a Denver-based craft beverage company producing non-alcoholic functional sparkling beverages (Lime & Mint, Lavender & Lemongrass, Lemon & Holy Basil spritzes) formulated with adaptogens and electrolytes, sold DTC via subscription and wholesale through Denver-area bars, music venues, and grocery partners to health-conscious adults seeking alcohol alternatives.

Ownership category

akta.pro rank

Product category

Non-alcoholic functional beverages

NAICS

Soft Drink Manufacturing (312111)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

akta.pro secondary industries

Sports Drinks & Hydration Beverages (CRADAHAK), Sparkling/Carbonated Bottled Water Production (AFAFACAE)

Keywords

• Non-alcoholic beverages
• Functional craft seltzers
• Adaptogenic sparkling drinks
• Better-for-you drinks
• Sober curious beverages

Headquarters

HQ city

Lake Forest

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Others

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through the company website drinkhazlo.com. Products sold as one-time purchases or subscription orders with 15% recurring discount. Multipack options available in Case of 12 or Case of 24.
2. Direct E-commerce One-time Purchase: One-time purchase option for individual products and multipacks through the company e-commerce platform.
3. Wholesale/B2B: Wholesale distribution to retailers including bars, restaurants, music venues, and grocery stores. Products sold in bulk to wholesale partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Hazlo produces and sells non-alcoholic craft sparkling beverages ("smart seltzers") formulated with functional ingredients such as Panax Red Ginseng, Ginkgo Biloba, and Magnesium Glycinate. The product line includes three flavored spritzes (Lime & Mint, Lavender & Lemongrass, Lemon & Holy Basil) plus a Spritz Multipack, sold direct-to-consumer via drinkhazlo.com (one-time or subscription) and through wholesale to bars, restaurants, music venues, and grocery partners.

Product overview

Hazlo is a craft beverage company offering a portfolio of non-alcoholic smart seltzers designed to support a healthier lifestyle. The product line consists of four distinct sparkling functional drinks: Lime & Mint Spritz, Lavender & Lemongrass Spritz, and Lemon & Holy Basil Spritz as individual flavors, plus a Spritz Multipack offering a curated case of all three flavors. All products feature a proprietary formula developed with James Beard Award-winning mixologists, incorporating functional ingredients including panax red ginseng, ginkgo biloba, magnesium glycinate, and various botanicals to deliver health benefits such as improved circulation, reduced anxiety, and mood enhancement while maintaining alcohol-free refreshment.

Differentiator

Problem solved

Functional benefit

Products and services

• Spritz Multipack A curated case of 12 or 24 craft beverages featuring all three Hazlo Spritz flavors, designed as smart seltzers with functional ingredients including panax red ginseng, ginkgo biloba, and magnesium glycinate to improve circulation, reduce anxiety, and boost mood.
• Lime & Mint Spritz A functional sparkling beverage featuring spearmint and wintergreen flavors, formulated with panax red ginseng, ginkgo biloba, and magnesium glycinate to reduce anxiety, boost mood, and ease digestion.
• Lavender & Lemongrass Spritz A soothing craft spritz combining lavender aroma with revitalizing lemongrass, containing adaptogens and antioxidants designed to support relaxation and overall wellness, marketed as ideal for wind-down routines.
• Lemon & Holy Basil Spritz A citrus-forward functional beverage combining lemon and sea salt with restorative holy basil, formulated to support workout recovery and provide a refreshing afternoon treat with adaptogenic benefits.

Quantifiable outcome

• Improves cognitive health, reduces inflammation, and boosts mood through Ginkgo Biloba antioxidants
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• PinemeloncoreChannel Partner/ Reseller/ DistributorOnline grocery delivery service in the Denver area where Hazlo products are available for purchase. Represents the retail distribution channel for the brand.
• Mission BallroomcoreChannel Partner/ Reseller/ DistributorMusic venue at 4242 Wynkoop St, Denver, CO 80216 where Hazlo products are served. Part of the on-premise consumption channel.
• Fiddler's Green AmphitheatrecoreChannel Partner/ Reseller/ DistributorMusic venue at 6350 Greenwood Plaza Blvd, Greenwood Village, CO 80111 where Hazlo products are served. Part of the on-premise consumption channel.
• West Main Taproom + GrillcoreChannel Partner/ Reseller/ DistributorBar and restaurant at 18595 Mainstreet Suite 100, Parker, CO 80134 where Hazlo products are served. Part of the on-premise consumption channel.
• Little BodegacoreChannel Partner/ Reseller/ DistributorBar/restaurant at 613 22nd St, Denver, CO 80205 where Hazlo products are served. Part of the on-premise consumption channel.
• Jefferson Park PubcoreChannel Partner/ Reseller/ DistributorBar/pub at 2445 Eliot St, Denver, CO 80211 where Hazlo products are served. Part of the on-premise consumption channel.
• The Moxy BouldercoreChannel Partner/ Reseller/ DistributorHotel bar at 1253 Pleasant St, Boulder, CO 80302 where Hazlo products are served. Part of the on-premise consumption channel.
• Natural GrocersminorChannel Partner/ Reseller/ DistributorNatural Grocers grocery chain - partnership coming soon. Will expand retail distribution for the brand.
• Cervante's Masterpiece BallroomminorChannel Partner/ Reseller/ DistributorMusic venue at 2637 Welton St, Denver, CO 80205 - partnership coming soon. Will expand on-premise consumption channel.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Three Spirit Drinks: Functional non-alcoholic aperitifs and elixirs formulated with adaptogens and plants for mood and energy. Comparable to Hazlo on functional ingredients, NA positioning, and bartender/mixology orientation.
• Töst: Non-alcoholic premium sparkling beverage positioned as a social drink and cocktail alternative. Comparable on occasion-based NA positioning and on-premise placement strategy.
• Ghia: Non-alcoholic aperitif brand featuring functional botanicals, marketed for social drinking rituals. Comparable to Hazlo in being a premium, design-led NA brand positioned around wellness, moderation, and a sophisticated flavor profile.
• Kin Euphorics: Directly competing functional non-alcoholic beverage brand built around adaptogens, nootropics, and botanicals for social occasions. Kin and Hazlo target the same sober-curious, mindful-drinking consumer with sparkling, mixer-ready drinks priced at premium levels.
• De Soi: Non-alcoholic sparkling drink with adaptogens (including reishi, lion's mane) targeted at social occasions and mindful drinkers. Direct competitor to Hazlo in the functional NA seltzer/sparkling category.
• Recess: Sparkling water infused with adaptogens, hemp, and botanicals marketed for calm and focus. Overlaps with Hazlo on functional sparkling beverage format, millennial/wellness target consumer, and DTC-led GTM.

Emerging players

• Mingle Mocktails: Non-alcoholic bottled mocktails sold as ready-to-drink alternatives for social occasions. Comparable to Hazlo on occasion-based NA positioning and retail/wholesale distribution into grocery and on-premise.
• Pentire: Non-alcoholic botanical spirit made from plants harvested on the British coast. Comparable to Hazlo as a craft NA mixer alternative with premium positioning and bar/restaurant placement.

Broad incumbents

• Athletic Brewing Company: Largest non-alcoholic beer brand in the U.S., serving the same mindful-drinking consumer at scale across national grocery, on-premise, and DTC. A broader incumbent that competes for the same occasion as Hazlo's functional spritzes.
• Heineken 0.0: Global incumbent non-alcoholic beer from a major brewer with massive distribution and marketing budgets. Represents the dominant scale competitor for NA social-occasion share, against which craft players like Hazlo must differentiate.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/drinkhazlo
• Instagraminstagram.com/drinkhazlo
• TikToktiktok.com/@drinkhazlo
• LinkedInlinkedin.com/company/drinkhazlo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Hazlo