Poppi: Allison and Stephen Ellsworth. From Farmers Market Vinegar Drink to $2B Soda Sensation

In this episode of How I Built This, host Guy Raz interviews Alison and Stephen Ellsworth, who share the remarkable story of how they transformed a home brew alcoholic beverage with apple cider vinegar into a multi-billion dollar soda company called Poppy. The couple faced numerous challenges from the start, including launching their brand during the COVID-19 pandemic, which led to the cancellation of their anticipated trade show debut at Expo West after investing $90,000 in preparation. Despite the initial setback, they persevered, starting with small-scale production and selling their product at local farmer's markets in Dallas.

As they gained traction, they landed a spot in Whole Foods, which significantly increased their visibility and sales. With a vision to redefine the soda market, they aligned with Rohan Oza, a Shark Tank investor who helped them reshape their brand identity and messaging, emphasizing that Poppy should be seen as a soda rather than a health product.

Once rebranded, they faced further challenges with COVID's impact on supply chains, but focused heavily on e-commerce and TikTok marketing, leading to immense growth in sales. They saw revenue skyrocket following a successful Shark Tank appearance and subsequently generated hundreds of thousands of dollars in mere days through social media engagement. Ultimately, Poppy's innovative positioning in the beverage landscape led to its acquisition by Pepsi for nearly $2 billion in March 2025, emphasizing the power of hard work, creativity, and market timing.