S2E13 - Jose Ramirez: Winning Without Competing — The Power of Category Creation

Welcome back to the Emajin Golf Podcast: Beyond the 19th.

In this episode, we sit down with Jose Ramirez, Founder & CEO of HOPR, to explore how he built a new functional beverage category from his kitchen counter.

Starting with $38,000, no beverage industry experience, and a personal desire to rethink his relationship with alcohol, Jose shares how HOPR began as a home experiment during COVID and grew into a multi-million-dollar business competing in one of the most crowded consumer markets.

We explore:

• How Jose's own experience with alcohol sparked the idea for HOPR

• Why he saw an opportunity beyond traditional non-alcoholic beer, wine, and soft drinks

• What it takes to create and educate the market on a new category

• How HOPR combines adult taste with functional relaxation

• Why Jose chose to build the brand online instead of chasing retail from day one

• How honesty, consistency, and "building in public" helped create a loyal community

• The role of customers and retailers in growing HOPR organically across Australia

• Jose's long-term vision to help one million Australians build a better relationship with alcohol