A friend found something wild in yesterday’s New York Times crossword puzzle: “Hop Water” was the answer to a clue!

When I launched the first craft-brewed hop water over a decade ago, it was a category of one. My biggest hope then was that people would even understand what it was. To see it grow into a vibrant, competitive category of many has been incredibly gratifying. But to find it so recognizable that it’s now a New York Times crossword clue? That’s something I never saw coming.

What an incredible feeling to see a passion project become part of the cultural lexicon.