A Menomonee Falls-based better-for-you soda brand is eyeing growth in the Wisconsin market and beyond with the near closure of a $500,000 angel investment round and a brand refresh with a new look and formula to launch in May.
Lotza, founded and operated by Laura Markewicz, debuted in 2024 as part of a growing trend in non-alcoholic, better-for-you sodas. Lotza offers a line of citrus-flavored sodas with adaptogens, antioxidants, electrolytes and botanicals aimed at remedying the negative effects of alcohol and promoting a healthy social life.
In addition to securing startup funding from Madison-based gener8tor and Austin, Texas-based consumer packaged goods (CPG) accelerator Sku, Lotza is nearing the finish of its first angel investment round with $420,000 raised of a total $500,000 goal. The funding will support the brand’s relaunch in May, which will include a new formula, packaging and mission.
“This is the first time I’m not shaking my kids upside down and stealing their lunch money to grow the business,” Markewicz said.
The largest piece of Lotza’s rebrand is repositioning its product as a celebratory soda rather than a party punch. The rebrand will emphasize Lotza as an independent beverage as opposed to a cocktail mixer, which was a previous focus of the brand. The rebrand will introduce a new tropical punch flavor alongside existing options wild berry, watermelon and original citrus. All flavors will now be sold in 12-ounce cans, a slightly larger format than its current 8.45-ounce cans.
The new recipe will feature more carbonation, balanced sweetness, and less density in its flavor and viscosity. It will continue to use its active ingredient DHM, which is a plant-derived supplement that can help counteract the effects of alcohol. It also has antioxidant and anti-inflammatory properties.
Laura Markewicz
Lotza will also undergo a tone shift, adhering more to Markewicz’s humor and personality.
“Our whole thing is that girls are hilarious,” she said. “It’s very giggly squad coded, almost as if Seinfeld were an elder (Generation) Z or a young millennial show. Life is f—–g hard enough, we gotta laugh a little.”
Lotza aims to make $2 million in revenue this year following the rebrand, though certain factors are deterring its progress. Both its accelerator and angel investment funds are “taking longer to land” than expected, Markewicz said. The company is also navigating an appropriate split between its wholesale and direct to consumer sales.
Markewicz tapped local entrepreneur Adam Kroener, co-founder of Plymouth-based canned cocktail company Carbliss, to serve as a strategic partner and equity holder at Lotza. Carbliss has quickly grown from a small manufacturer to a well-known ready-to-drink canned cocktail name across the nation, with recent expansions into New York and Georgia. Its distribution network spans across the Midwest and south into Florida, Louisiana, Texas and more. The company has been recognized in the Inc. 5,000 list of the fastest-growing businesses in America.
“(Kroener is) essentially giving us Carbliss’ blueprint for growth,” Markewicz said.
Lotza is currently available at a selection of Wisconsin retailers including Woodman’s, Outpost, Festival Foods and Total Wine, as well as online at Amazon, TikTok Shop and Shopify. Lotza is also sold at over 50 bars and restaurants in the state, including Explorium brewpub locations.
The company is in the midst of solidifying a deal with Fresh Thyme and securing a spot on startup TV show Shark Tank.
Markewicz’s next objectives include hosting a series of pop-up events and creating a brand ambassador program with content creators and premier local businesses.
