As the popularity of healthier alcoholic beverages options continues to rise, Menomonee Falls-based beverage startup Lotza is hoping to add another option to your roster. Formed last February, Lotza has created what founder Laura Markz believes to be the world’s first “good-for-you” drink mixer that not only helps protect your body from the effects of
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Laura Markz[/caption]
Lotza has a two-pronged approach to how it can help protect consumers from the damaging effects of alcohol. Working with a medical advisory team, Markz was able to perfect a formula that includes adaptogens. Those adaptogens boost a user’s mood naturally.
“The adaptogens can either be a supplement to alcohol or a replacement to alcohol, to give you that fun feeling without actually being intoxicated,” said Markz. “If you are drinking, the goal is hopefully to drink less.”
The second portion of Lotza’s two-pronged approach is the use of DHM as an ingredient. DHM is a plant-derived supplement that can help counteract the effects of alcohol. It also has antioxidant and anti-inflammatory properties.
There are currently three flavors of Lotza including lemon hibiscus, watermelon cucumber and wild berry mint.
“A lot of the big brands think if you consume alcohol, you must not care about your health,” said Markz. “I think that’s a total farce. I think with the popularity of hard seltzer, especially coming out of the pandemic, it shows people want healthier options.”
Lotza is gearing up for a soft launch in two weeks, during which the startup will be testing its marketing and messaging efforts. Markz said content creators will play a key part in spreading awareness of the brand.
“When women get together for a girls’ weekend, that’s our brand,” she said. “This isn’t a wine that you would drink on a Tuesday night by yourself. This is a beverage for those really fun events.”
She wants Lotza to reach $400 million within its first five years of business and believes an aggressive growth strategy will play a key part in reaching that milestone. While Lotza is only available to buy online at the moment, Markz aims to quickly get her product on the shelves at large retailers like Whole Foods and onsite at large events.
When it comes to a local presence, Markz is already in talks with a hybrid bar in Milwaukee to have them business carry Lotza products.