How Jordan’s Skinny Mixes CEO Fueled Triple-Digit Growth

When Tim Snyder took over as CEO of Jordan’s Skinny Mixes in 2022, he inherited a brand built on one woman’s mission to make cocktails healthier. Two years later, he’s steering the Clearwater, Florida-based company into a new era of growth—expanding retail partnerships, launching energy-boosting syrups and fueling viral social media moments.

In an interview, Snyder shares insights into the strategy, operations and product experimentation that have led Jordan’s Skinny Mixes to scaling success.

Share the story of how Jordan’s Skinny Mixes came to be and how your manufacturing operations are set up.

Jordan’s Skinny Mixes was founded in 2009 by Jordan Engelhardt, who noticed that liquor store shelves were packed with cocktail mixers loaded with sugar and empty calories. Determined to give her favorite cocktail recipes a healthier makeover, she grabbed some limes and got to work, knowing others would appreciate a delicious yet better-for-you cocktail option.

The brand was created to help people enjoy the drinks and desserts they love while keeping to their health and wellness goals. Our vision is to make everyday moments simply sweeter.

Over time, we’ve built an operation that allows us to maintain quality, respond quickly to trends and scale efficiently. We have set up our supply footprint in the Midwest so that we can get to the majority of the consumers and customers in 48-72 hours. With production in Indiana and Illinois and warehousing in Ohio, this also centralizes where our product is made and shipped. From here we are able to serve both our retail customers, distributors, wholesalers and ecommerce partners.

Since joining the company in 2022, you have spearheaded several initiatives to reshape the company’s growth trajectory. How’s that going?

Our growth has been outstanding over the last three years and we are excited to continue to expand our footprint. We’ve continued to be successful by leaning into what our community values most: bold flavor variety, health-conscious formulation and accessible ways to upgrade daily routines. This approach has resulted in triple-digit growth and expanded reach across direct-to-consumer, e-commerce, brick-and-mortar retail and wholesale.

We’ve built strong multichannel momentum by tapping into cultural and social trends in a way that feels authentic. From sparking #Watertok with more than two billion views to launching products that fit how people live and shop today – including our Sauce line and sugar-free Soda collection, our growth has been fueled by a deep understanding of our customers and a commitment to creating products that engage and excite them.

With more than 100 flavors in our portfolio, Jordan’s Skinny Mixes is highly customizable for more than just your sipping needs. We’re providing endless mix-and-match possibilities and versatile use cases to make it easy to create your perfect drink, all while providing great value and savings at accessible prices.

While we have a strong direct-to-consumer business and broad presence in major retailers like Walmart, Target and Kroger, and other regional stores such as HEB, Meijer and Wakefern—as well as on digital marketplaces such as Amazon, Faire and Instacart—we’ve also made a strategic effort to expand our traditional retail footprint. It’s important to us that our core flavors are available in stores nationwide, so customers can easily find us at their local mass retailer, grocery store or club store.

In 2023 your company received the Bronze Ecovadis Sustainability rating. Tell us the significance of that.

Receiving the Bronze EcoVadis rating in 2023 was a meaningful milestone for us. The recognition reflects the work we’ve done to establish strong sustainability practices across our business. It reinforces our commitment to doing business in a way that is better for our customers and the planet. We see sustainability as a never-ending goal and will continue to invest in systems and processes that support that long-term impact.

Our ESG task force is working hard to continue identifying areas of improvement and actively making progress against them.

What’s next for Jordan’s Skinny Mixes?

We’re continuing to build on our momentum with new distribution, new product innovations, expanded retail partnerships and even more ways for consumers to enjoy our products across different moments of their day.

We recently launched our energy syrup line, designed to give consumers a customizable caffeine option without added sugar, mystery ingredients or the high price of traditional energy drinks. With slightly more caffeine than a cup of black coffee per serving, it puts the power back in the hands of the consumer to decide how much of a boost they want.

At the same time of our energy syrup launch, our partnership with Walmart expanded to now put our naturally sweetened coffee syrups on store shelves nationwide.

Looking ahead, we have some exciting new flavors coming out over the holiday season. Pumpkin spice has always been the leading flavor during this season, but we are releasing numerous new cozy flavors and fun limited-time flavors to bring the Halloween spirit to mugs across the country.