Founder Spotlight With Spencer Hoddeson, Gay Water
Spencer Hoddeson is the visionary Founder behind Gay Water, an innovative canned vodka soda company with a mission far beyond quenching thirst. Gay Water emerges as a symbol of representation in spaces traditionally lacking LGBTQ+ visibility – from liquor stores and bars to restaurants and grocery stores. Based on a popular expression within the queer community, Gay Water doesn't just offer a product; it's a statement piece, a conversation starter, aiming to redefine the word "gay" in a positive and joyful light. Spencer's journey began from a moment of career crossroads, leading to the inception of a brand that's more than a beverage. It's a celebration of identity and representation.
Our interview with Spencer Hoddeson dives into the inspiring and challenging journey of establishing Gay Water. We explore the initial light bulb moment during a trip with a friend, the meticulous process of validating the business idea through research and focus groups, and the successful launch of a product that's a pioneer in its field. Spencer shares insights into the creative process behind developing new products and campaigns, emphasizing the importance of understanding and connecting with the target audience. We also discuss the hurdles faced along the way, including production issues during the launch, and how a solution-oriented mindset turned potential setbacks into stepping stones towards success.
What was the inspiration behind Gay Water and how did you get started?
About a year and a half ago, I was at a crossroads in my career where I wasn’t being challenged in my corporate job. I was craving an opportunity that would both challenge and inspire me. At about the same time, I went on a trip with a girlfriend who was starting a new role in the beverage space. Over our week-long trip, we started talking about the beverage industry, and the conversation turned to queer representation in the space — or lack thereof. Queer people are working and shopping in spaces: at your liquor store, grocery store, restaurants, bars, etc., but there are few to no queer products. Later during that trip, I ordered a vodka soda and asked my friend if she had ever heard of the term “gay water.” To my surprise, she knew exactly what I was talking about and that’s when the initial light bulb went off. From there, I began doing research and hosting focus groups to validate my business idea, and I was off to the races once I realized there was a real opportunity to make a difference.
What does your creative process look like when working on a new product or campaign?
The number one question I always ask is, 'Who am I trying to talk to?' and 'What do they care about?' If you’re not asking that question, you’re operating off your ego: 'What do I think they care about?' From there, I work backward. I have an insight or a set of insights, but how do those insights align with my product, brand, campaign, or even a single social media post? For example, the term “girl dinner” recently went viral on social media among girls and gays. So how can I align the 'girl dinner' lifestyle with Gay Water? Well, there's a common joke among gays about eating a light dinner and having a drink to get a faster buzz. So, perhaps I could label that as 'gay dinner' and create a video about it.
What is one challenge you have faced as the Founder of Gay Water and how did you navigate it?
We had some production issues with our launch run in May that almost crippled the company. With every issue or challenge, my mentality is always to be solution-oriented: how can we solve the problem or fix it in a way that we can move forward. In the end, we brainstormed countless solutions with our manufacturer and were able to find a viable way to get the product to market.
What is your long-term vision for Gay Water?
Our long-term vision is to create more representation for the LGBTQ+ community in spaces that traditionally don’t have queer products. We want to be in every store that we can while changing the perception of the word gay. Gay means happy and that’s all our community wants in life – the opportunity to live our happiest and most authentic lives. This is a fundamental aspiration that drives our brand. Being present in every store possible, while celebrating the LGBTQ+ community.
Tell us about one of your values and how you have incorporated it into your brand.
Our two values are joy and community. When it comes to joy, we have infused it into everything we do. From our packaging to our social media presence. Even our slogan, gay means happy, is a testament to our effort to spread joy through our brand.
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
Your intersectional identity is what makes you unique as a founder. Being able to understand and represent different communities can be a superpower and not an encumbrance. From my experience, while currently the team at Gay Water reflects more of my personal identity as a gay, Jewish, white, cisgender man, I am actively working towards embracing a broader spectrum of the LGBTQ+ community. This includes people who identify as non-binary, lesbian, asexual, along with other identities and backgrounds. This diversity is not just a goal but a necessity for true representation.
I’ve learned that many LGBTQ+ founders might hold back their identity, fearing it could impact their funding or business success. However, embracing who you are brings invaluable insights and authenticity to your business. It's about turning what some might see as a barrier into your strongest asset. For instance, having diverse voices in the room, as opposed to superficial targeting, can lead to more authentic and inclusive business practices. So, your identity and unique experiences should be viewed as a significant strength, a 'superpower' that you bring to your entrepreneurial journey.
What LGBTQ+ owned brands are your go-to's and why?
I’m obsessed with ice cream sandwiches, so Coolhaus immediately comes to mind. When it comes to coffee, Couplet has one of the best products out there (and I can be a bit of a coffee snob).
How do you take care of yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed / an increase in violence against our community)?
I try to remind myself what’s in my control and what’s not. I can’t personally influence what’s happening in other states or other parts of the world, but I can try to raise awareness through myself and my business to bring attention to what’s happening. We’re also planning to work with non-profits that are actively battling legislation and supporting the victims of violence over the next year in some capacity.
Who is your favorite LGBTQ+ celebrity and why?
One of my favorites is Renee Rapp. She’s a triple threat: Broadway performer, recording artist, and actress. Somehow she’s the epitome of effortlessly cool. I love how her sexuality is something that inspires her in her music and acting.
Can you share one fun fact about yourself?
I was born with a sixth finger!! 🖐🏼
