Beer Marketer's Insights - PRESS CLIPS: Wall St Jnl Outlines Orka's Ordeal in Orchestrating Cool Can Configuration

For bev creators who've strived to find a differentiated pack that might go viral on social media, Wall Street Jnl spins a yarn about expensive effort by youthful creators of Orka Energy Water to offer clear plastic can for caffeinated carbonated water that had drawn consumer interest when it debuted on TikTok in that format in 2023. Tho that's an established packaging format in many parts of world, the new-to-bevs founders went thru most of their $355K in seed money learning the hard way that American plants just aren't geared up to handle them. The main problem, as Journal reported, was that "most machinery used to can beverages is built to handle aluminum. Sensors proved unreliable at detecting plastic coming down the line. Manufacturers struggled to find a way to seal the metal top to the plastic bottom." Still, as they were depleting their stash during factory-hopping process, the youthful founders documented whole process for their fans to see. (You can watch here.) Based in Venice, Calif, the founders are former Georgetown Univ classmates Michael Moriarty and Nash Hale. Finally, an unidentified producer in Texas stepped up to offer a workaround and new drink went on sale on Amazon in Mar. Tho company continues to tweak formulas based on customer feedback, it's an unsweetened essence water with 150 mg of caffeine plus L-theanine that's offered in Mango Peach, Mint and Berry White Tea versions. FAQ on website indicates Orka is meant to offer alternative to "over-engineered formulas and overly sweet, soda-like taste" of conventional energizers. (Other FAQs addressed in informative section include "When was the last time you cried?" and "Do you think Napoleon's Russian campaign was doomed from the start?") Now clear of the "nightmare" of running the can, Hale said, it's time to reap the benefits of looking cool - which was the point all along, of course. "If you take a picture of it," he assured, "it goes viral."

PRESS CLIPS: Wall St Jnl Outlines Orka's Ordeal in Orchestrating Cool Can Configuration

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