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Tho it landed just shy of the 1 mil case mark in 2025, NOCA (short for no carbonation) continues to ride its portfolio of bubble-free FMBs to new heights. The budding supplier of several influencer-backed brands notched a number of milestones over the last 36 months, selling "well over" 2 mil cases in that time and delivering "almost half of that in 2025," cco Andrew Norlin shared. It's now grown shipments and depletions by double or triple digits for 12 consecutive qtrs. And after signing 150+ distributor contracts during that period, NOCA will be sold in 45 states in 2026, with only DE, HI, MO, MS and OK remaining to fill out a full national footprint. The company expanded from just 5 full-time employees in 2023 (including the 3 co-founders) to now 35, with 5 more starting in Feb and "another 20 hires on the list before end of H1," primarily in sales. But after finishing 2025 as the #8 growth supplier across beer/FMB/cider in tracked Circana multi-outlet + convenience scans with $7 mil added, co's got big plans in store for 2026 and beyond. It ended last yr only behind BeatBox, Garage Beer, Hornell, Diageo, Athletic, Geloso and Happy Dad from a growth perspective, up from the #28 growth supplier in 2023 and #12 in 2024.NOCA moved quickly on the distribution front, adding 5+ new states since late Sep 2025 when it was in just under 40. Among new additions are IA & LA with MC network as well as western portion of AR with MC houses Premium Brands and Burford Dist. It accelerated to almost 85K placements across just under 35K outlets last yr, Andrew noted, led by 53% growth in chains. And tho NOCA no longer plans to double distribution in 2026, it's still eyeing a 65-85% expansion this yr with plans to go national by 2027, potentially including some international sales too, he added. Recall that NOCA was in 32 states as of late 2024 and enlists a mixed network of mostly beer distribs, including the likes of Columbia in the PacNW and Ben E Keith in TX (see Dec 6, 2024 issue).Goal to Grow Too Turnt Tea into #2 FMB Tea The next few years are "all about scaling what has worked" after 5+ yrs of concept development and validation, according to Andrew. NOCA first and foremost aims to grow Too Turnt Tea into "the #2 FMB Tea" behind only Twisted Tea (which still holds over 85 share in scans). No doubt a lofty goal, tho Andrew noted that NOCA already posted the top $$ growth of any FMB tea brand in 2025 Circana data. In separate NIQ scans, NOCA finished the yr as the #5 FMB tea at less than 1/3 the size of #2 player Arnold Palmer Spiked. But each brand ahead of NOCA declined double digits.Broad Rollout for Rebranded Weekend Water The other key strategic pillar is accelerated rollout of co's Weekend Water across its footprint, following a rebrand of co's original "Boozy Water" product last yr. Weekend Water "has continued accelerating as placements grew in test markets across the country," said Andrew, citing divisions of Albertsons, Kroger, Meijer, Whole Foods, Walmart, Target and "many others" that have "already given us indications of both distribution and planner space leading into summer." One "major retailer" is also planning to make Weekend Water "a major play for them in their campaign to capitalize on the better-for-you, non-carbonated trend nationwide this year," he highlighted. And NOCA will continue to lean in on social media marketing to get the word out, where it's amassed 1.3 mil followers across various platforms not including its influencer partners.

After Selling ~1 Mil Cases in 2025, NOCA Now in 45 States and Aiming to Go National by Next Yr

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