Trailblazing in the Seltzer Market
When Joshua Lewis co-founded Kin Seltzer alongside Kearra Johnson of UpDown Nightlife and Eric Martens of Border Brewing Company, their intent was clear: they were doing more than simply entering the burgeoning seltzer market, they were reshaping it.
In a space that has predominantly targeted white consumers, Kin Seltzer emerged as a bold new entrant, tailoring its product and marketing to the Black community.
The Kansas City-based hard seltzer company, which has now secured a pivotal $3 million investment from former Kansas City Chiefs player Dezman Moses, is spearheading a transformative shift in an industry long overdue for diversification.
Kin Seltzer’s unique identity and recent investment signify not just a business achievement, but a significant social and cultural milestone.
From Football Fields to Boardrooms
The investment from Moses isn’t just an injection of capital; it’s an endorsement of the brand’s radical ethos. Moses, who is also a podcast host, real estate investor, and sports analyst, is slated to join the startup’s board, further solidifying the company’s commitment to Black entrepreneurship.
This alignment is more than happenstance. Lewis and Moses have been friends for over a decade, and both recognized the opportunity to disrupt a traditionally monolithic market.
More Than Just Flavor
At Kin Seltzer, the uniqueness doesn’t stop at the target market.
Eric Martens, who oversees production, has been adamant about using only real fruit in their seltzer, setting it apart from competitors that often rely on artificial flavoring.
Their first flavor, dubbed “Top Tier,” is a mouth-watering fusion of pineapple and peach, elevated with notes of lemon and lime.
Upending Social Spaces
Lewis, a marketing graduate from Park University who entered the nightlife scene soon after, had long aspired to increase the representation of Black individuals in social venues.
His experience was instrumental in identifying the right outlets for Kin Seltzer, currently available in 15 Kansas City locations ranging from niche retail stores like The Black Pantry to popular establishments such as Society and Brickhouse.
The infusion of capital is expected to catalyze Kin Seltzer’s growth, not just in production but in brand experience. Lewis indicated that the funds will help implement updated can designs, a delivery van, and more comprehensive digital, on- and off-premise marketing.
