#United States #Trenton #Crooked Pop #Lee Schill #USDA-certified

Crooked Pop Welcomes Lee Schill as Chief Commercial Officer

In a significant move destined to elevate its brand visibility, Crooked Pop™, known for being the world's first USDA-certified organic, zero-sugar, gluten-free hard soda, has appointed Lee Schill as its new Chief Commercial Officer. With over 25 years of experience in the beverage sector, Schill brings a wealth of knowledge and expertise in both the alcohol and commercial soda markets. His appointment comes at a pivotal time as Crooked Pop aims to expand its national footprint.

Strategic Leadership Experience

Prior to joining Crooked Pop, Schill served as the Senior Director of Distribution at Zevia, a leader in the zero-sugar soda market. His extensive career includes two decades at Diageo, a major player in the alcohol industry, where he held various leadership roles that spanned retail, convenience, and club channels. This rich background positions Schill at the intersection of beverage innovation and market execution.

Ben Weiss, the founder of Crooked Pop and Bai™, expressed confidence in Schill's ability to drive the company's vision forward. “Our goal is to establish zero-sugar hard soda as a standard in the ready-to-drink category,” said Weiss. “After years of research and development creating a unique alcohol base from ancient grains, we are now ready to scale our business.”

The Vision for Expansion

Crooked Pop began its journey on the East Coast, launching in April 2026 across major retailers such as Total Wine and Harris Teeter. With Schill aboard, the brand intends to fortify its distribution strategies and expand into new markets, retail partnerships, and awareness around the product's benefits. Recently, Crooked Pop secured a distribution deal with Reyes Beverage Group, a significant wholesaler based in Illinois. This partnership will help facilitate the company's growth and commercial strategy.

Notable also are recent first-mover partnerships as Crooked Pop becomes the Official Hard Soda of major sports teams including the Philadelphia Phillies, Atlanta Braves, and Tampa Bay Buccaneers. This strategic initiative is expected to enhance brand visibility and consumer engagement in a competitive landscape.

Commercial Infrastructure and Distributor Relationships

Schill articulated his enthusiasm about Crooked Pop's unique OSAVA™ formulation, which differentiates it within a crowded marketplace. “My role will ensure that the commercial infrastructure aligns with our innovative product, from distributor networks to retail execution,” he stated. His understanding of beverage capabilities and consumer expectations is imperative for Crooked Pop as it continues carving out its niche in the beverage industry.

With Schill at the helm of commercial operations, Crooked Pop is well-positioned for sustained growth and innovation. The brand is not just another entry in the market; it embodies a relevant shift towards health-conscious options that still deliver on taste and transparency.

For More Information

To stay updated on Crooked Pop and its exciting developments, visit drinkcrookedpop.com.

As the company furthers its mission to disrupt the alcohol industry, Schill’s leadership will undoubtedly play a pivotal role in reaching new heights, resonating with modern consumers seeking healthier beverage choices.

About Crooked Pop

Founded by Ben Weiss, Crooked Pop is committed to revolutionizing the alcohol sector with a focus on taste and health, paving the way for innovative, USDA-certified organic hard beverages that cater to today’s discerning drinkers. The brand’s expansive portfolio includes Crooked Tea and Crooked Pop, both utilizing the proprietary OSAVA fermentation process that extracts alcohol from ancient grains, aligning with broader consumer trends towards healthier, low-sugar options.