The Story Behind BTWEENER

The Story Behind BTWEENER

Alcohol is everywhere & it's getting exhausting...

Before I founded BTWEENER, I spent several years living in Wisconsin. Everything they say about Wisconsin and drinking is true! If you give Wisconsinites a boat, a lake, and a beautiful day, they’ll drink the county dry. Don’t get me wrong, I love the people of Wisconsin. I met my beautiful wife there. And drinking on the lake is the best. But personally, I'm getting a little sick of America’s heavy-drinking culture. Aren't you? It turns out over 50% of Americans want to reduce how much they drink.

But let's be real with one another.

Quitting alcohol is out of the question. And having a few drinks to catch a buzz isn’t the problem. The problem is having that 4th or 5th, drink… or more.

And since we’re being real with one another, we both know that 5th drink doesn’t do much for us. By then, we’re already feeling great, telling stories, and enjoying ourselves.  We’re having that 4th or 5th drink because we robotically pour it. Because there aren't other compelling options. Until now.

L-theanine: the magic behind BTWEENER

We all know we should be hydrating when we drink. But few of us do because we don’t want to kill our buzz.

So, my team and I developed a hydration seltzer, which we call BTWEENER, that helps you stay buzzy while you stay hydrated.

The way it works is simple:

Alcohol stimulates alpha waves, the brain waves responsible for making you feel relaxed & calm. It turns out, there is a powerful ingredient in tea, called L-theanine, that stimulates the same alpha brain waves.  

After having a few drinks, we noticed that having a drink with l-theanine (no alcohol) helped us ride our buzz for longer. It almost felt like we were continuing to drink… Except, of course, we weren’t drinking, we were hydrating. Most importantly, we were drinking less overall.

(By the way, L-theanine is perfectly safe to consume with alcohol. In fact, it helps your body metabolize alcohol – it’s one of the best supplements you can take in conjunction with drinking.)


OK, imagine this with me for a minute:

You’re at a party with your good friends. You've had 3 or 4 drinks. You’re feeling great, and the party is still going strong.

However, instead of reaching for another drink, further amplifying tomorrow's hangover, you reach for a BTWEENER.

Here's the first thing you notice:

The stylish packaging. The hand-drawn illustrations of fruit & botanicals against a elegant matte black background make you happy to be holding BTWEENER at your party.

You also notice the can is a little smaller than you’re used to - 8 ounces - which is great because you don’t want to fill up on too much liquid.

Then you notice the flavors, Yuzu Lemongrass & Grapefruit Guava, and are excited to try these unique combinations. But wait…

'Hopefully this drink isn't loaded with sugar,' you say to yourself.

You flip to the nutrition facts and see, to your delight, that each can only has 25-30 calories and 4-5 grams of added sugar. The sweet spot.

It’s going to taste way better than flavored water but it’s still healthy.  

You can’t wait to try it.

You crack open the top and notice the beautiful nose of real fruit and botanical notes because, well, that’s what’s in the drink: real fruit, real botanical extracts, and a little organic agave nectar.

The liquid tastes amazing...

It's sophisticated, light & refreshing. “Sessionable” as the cool kids are saying these days.

A few minutes in, you notice the L-theanine doing its job. You feel relaxed, alert & in a great mood. You don't even miss alcohol.

Of course, someone asks you what you’re drinking. They see it's not alcohol and that’s weird to them.

So, you tell them. But more importantly, you tell them why.

Suddenly, you find yourself talking about stuff that truly matters to you. You’re talking about your unique points of view and what makes you interesting.

And, best of all, it’s coming from a place of authenticity.  You’re signaling that there are things that mean more to you than having 6+ drinks. You’re walking the walk and you're inspiring others to do the same.

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