Fun used to come with a hangover and a little guilt baked in. What if celebrating didn’t have to be an all-or-nothing choice between going hard and opting out?

For Laura Markewicz, the key lies in building something for the people in the middle. Drawing from her experience as a longtime brand strategist and founder, she explains that most consumers aren’t anti-alcohol or fully sober; they’re just more mindful and want options that work with their lives, not against them. That insight reframes celebration as something supportive, social, and flexible rather than restrictive, which is exactly where real traction is being built.

On this episode of the Firebelly Social Show, Duncan Alney talks with Laura Markewicz, Founder and CEO of Lotza, about turning cultural trends into real consumer traction. They dig into why the “middle” drinker is underserved, how Lotza is redefining party soda as a modern celebration staple, and what it takes to build a breakout beverage brand in a crowded category. Laura also discusses repositioning Lotza for scale and what she has learned navigating the transition from agency life to CPG founder.

Here’s a glimpse of what you’ll learn: 

• [2:19] Laura Markewicz explains why party soda answers a cultural need for moderation     
• [7:30] Why beverage is the toughest industry for new founders  
• [11:07] Aligning brand with personality to make growth feel easy  
• [15:44] Why Midwest culture fuels Lotza’s rapid regional excitement  
• [20:58] The strategy behind repositioning from party punch to soda  
• [27:00] How Laura balances creative branding with tough CPG operations  
• [31:16] Laura’s real talk on sleep, self-care, and founder resilience  
• [42:17] Big-picture vision for Lotza, fundraising momentum, and building a household brand

About Laura Markewicz:

Laura Markewicz is the Founder and CEO of Lotza, a party soda brand redefining how adults celebrate with bold flavor and purposeful function. Under Laura’s leadership, Lotza has achieved regional breakout success, advanced to the Startup World Cup regionals, and completed the SKU CPG accelerator amid the rise of mindful drinking. A former advertising executive with 15+ years of experience, she is driven to reshape the beverage industry with inclusive, fun-forward brands.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Laura Markewicz on LinkedIn
• Lotza
• Dr. Jeremy Weisz on LinkedIn
• Rise25
• Mike Cessario on LinkedIn
• Mark Hyman on LinkedIn

Quotable Moments:

• “Why do as culturally, you know, we drink alcohol for when we want to, quote unquote, have fun.”
• “If you have an idea that you just know feels right, like, you gotta go for it.”
• “Instead of why me, why not me?”
• “The brand is just an extension of his own personality, and because of that, everything just feels easy.”
• “Life can be so serious, and I think we’re just ready to let loose and have fun.”

Action Steps: 

1. Build for the consumer in the middle: Focusing on the often-ignored majority creates products that meet real needs and unlock larger markets.
2. Let lived experience guide innovation: Solving a problem you personally understand leads to more authentic and resilient brands.
3. Align your brand with your personality: When a brand reflects who you are, decision-making feels clearer and momentum comes more naturally.
4. Embrace resilience as a core skill: Accepting setbacks as part of the process is essential in competitive, capital-intensive industries like CPG.
5. Reposition strategically as you grow: Adapting product format and placement to match buyer behavior can dramatically accelerate traction and scale.