Sam Cruz
Partner @Kentucky Hop Water
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WORK HISTORY
Partner @Kentucky Hop Water
Louisville, KY, US
As a Partner at Kentucky Hop Water, I’m helping shape the brand in its infancy—leading positioning, product direction, and go-to-market strategy for this clean-label, hop-infused sparkling water. My role focuses on disciplined brand development, retail readiness, and early sales scaling, with an emphasis on building long-term equity in the non-alcoholic beverage space.
EDUCATION
Indiana University Bloomington
Political Science and Government
Siebel Institute of Technology
Certificate, Basic Brewing Concepts
SKILLS
ABOUT SAM CRUZ
I’m a co-owner and commercial leader at Against The Grain LLC, where I help guide our evolution from a pioneering third-wave craft brewery into a contract manufacturing and co-packing partner for beverage brands through our ATG Solutions division. I focus on building scalable production partnerships, aligning operations with client needs, and developing go-to-market strategies that help brands grow.Over more than 15 years in the industry, I’ve helped lead Against The Grain as one of Louisville’s early innovators in craft beer, shaping brands and experiences that contributed to the growth of modern craft brewing. I now apply that background as a brand and marketing strategist, combining creative positioning and packaging with disciplined sales execution across multiple beverage categories.As a sales leader, innovative business thinker, and business developer, I manage key accounts, distribution strategy, and CRM to support both our house brands and contract clients, ensuring products move effectively through local, regional, and national channels. I enjoy collaborating with founders and operators to refine their products, strengthen their brand stories, and navigate the realities of production and distribution, and I’m always interested in exploring and learning about new opportunities, partnerships, and projects in the beverage space.
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