Founder of The 1 Wine Discusses Entrepreneurial Journey and Philanthropy

For beverage trade buyers, a well‑known wine brand’s jump into the bottled‑water arena signals a strategic shift that could affect shelf strategy and cross‑sell opportunities.
The trade views this move as more than a new water brand; it is an established wine entrepreneur entering the $19.5 B bottled‑water market, which grows at only 4.2% CAGR.

Kong’s announcement of Wasa and Wasup from his Wisconsin facility in 2026 marks a pivot beyond wine into the broader beverage sector. A dedicated plant shows he can manufacture at scale, but with water’s thin margins brand equity will drive differentiation.

His history as one of the first Asian‑American owners of a U.S. vineyard and his 32 % share in premium ($20+) wine sales (2024 data) give him credibility with high‑value consumers. If he can transfer that prestige to water, cross‑sell opportunities could arise for retailers carrying both lines.

Distribution remains unclear; the press reports no exclusive distributor partner. The only channel clue is Kong’s DTC model for wine, which captured about 10 % of U.S. wine sales in 2023. Until a wholesale agreement surfaces, distributors should view Wasa/Wasup as a future SKU rather than an immediate shelf addition.

Retailers must balance the low margin of Wasa and Wasup against potential bundling with Kong’s premium wine. A promotional push that shows steady demand could justify additional shelf space.

On‑premise operators can use the brand narrative to attract patrons who value philanthropy and entrepreneurial grit. Without confirmed distribution, bars would need to rely on DTC delivery or a direct partnership with Kong’s logistics arm to stock the product.