What is Sprout Beverage?

Sprout Beverage is an invite-only accelerator for the most promising adult beverage brands. We consider brands in the alcohol, non-alcohol, and cannabis categories.

Founders receive actionable advice and connections directly from leading experts in the adult beverage industry. They exit the program equipped to bring their products to market, scale their businesses, and raise growth capital. At the end of each cohort, brands have an opportunity to pitch the team for a $100,000* investment.

Here’s what you can expect if you’re invited to join.

The commitment

Sprout Beverage hosts two 3-month programs each year — one from February through April, and one from September through November.

Founders meet as a group for two days a month for intensive sessions. Two sessions are held in-person in Chicago, and one is virtual. Founders also attend weekly 1:1 virtual office hours with a Sprout senior partner for personalized coaching on the topics that are most relevant to them.

The curriculum

We help stack the odds in the favor of the independent brand and equip founders with the confidence to make the right decisions for the business. The program’s curriculum is focused on four key pillars, and sessions are taught by leaders in the adult beverage industry.

Illustration showing a whiteboard with an arrow going up

Product Development

  • Customer discovery
  • MVP and beta testing
  • Product/market fit
  • Prioritization and roadmaps
  • Launch milestones and scaling
Illustration showing a graph going up and a megaphone

Marketing & Growth

  • Persona development
  • Competitive analysis and positioning
  • Market sizing
  • Go-to-market planning and acceleration
  • Building a marketing funnel
Illustration showing a whiteboard with piecharts and text and a hand pointing at the white board

Business Fundamentals

  • Business model
  • Compliance
  • Funding options
  • Marketing analytics
  • Operational scalability
  • Exit strategies
Illustration showing 3 user icons with stars above them.

Leadership Development

  • Setting and selling your vision
  • Hiring a founding team
  • Building your board
  • Influence
  • Delegation

Pitch day

At the end of the program, founders participate in a pitch competition in front of leading CPG and beverage investors for the chance to receive a $100,000* investment of capital and services from the Growth Beverage portfolio of brands.

Additional benefits

The support doesn’t stop at the end of the program. Each alum also receives:

  • Quarterly office hours with a Sprout senior partner to help them navigate their current business needs
  • Invites to Growth Beverage portfolio events and industry meetups
  • Special pricing on BevStrat sales and distribution services

Is Sprout worth it?

Hear directly from some of our graduates.

Are you ready to accelerate your progress?


Frequently Asked Questions

What are the dates for the winter 2024 cohort?
open symbol

Our winter cohort kicks off on February 21 in Chicago.

Who should apply for Sprout Beverage? 
open symbol

Sprout Beverage serves the founders of promising, early-stage brands in the adult beverage space. Those in the alcoholic, non-alcoholic, and cannabis categories may apply. We select brands based on several criteria. In general, brands must: 

  • Have a proven concept: We require brands to demonstrate initial market validation with sales.
  • Be disruptive: Expand a current beverage segment or create a new one. 
  • Have financial viability. 
What’s the application process? 
open symbol

Each cohort accepts a maximum of 15 brands. We allow one brand per category and subsegment: spirits, beer, wine, non-alcoholic, cannabis, ready-to-drink.

The process is simple: 

  1. Fill out the application form. 
  2. Finalists will be invited to interview with the Sprout Beverage team.
  3. Selected brands will receive a formal invitation.
What is the cost of the program?
open symbol

Sprout Beverage offers several payment options that vary from a flat fee to a combination of equity and fee. The program director will discuss cost during your interview process, and you will be able to select a payment that is most aligned with your personal preferences and company stage. 

Included in the cost of admission are: all program materials and courses, office hours, and meals and social events during in-person sessions. 

What is Sprout Beverage?
open symbol

Sprout Beverage is the brand incubation and accelerator arm of Growth Beverage. Growth Beverage is the only organization that supports independent beverage brands at all stages of their lifecycle – from start to store to scale. Its companies include Sprout Beverage, InvestBev, Algoma Capital, and BevStrat. Here’s our founder, Brian Rosen, talking more about the Growth Beverage brand.

What is the deadline to apply for the winter 2024 cohort?
open symbol

The deadline to apply is January 15, 2024. 

Is travel to Chicago required for the program? 
open symbol

We strongly recommend that participants be in Chicago for our sessions.

We believe that in-person interaction enhances the program and outcome for everyone. However, we recognize that travel isn’t always possible and will allow virtual participation if necessary.

Can I apply with just an idea?
open symbol

Our program is designed for founders who have developed a product and have demonstrated early traction through sales; however, ideas that are disrupting the adult beverage category will be considered.