Laura Markewicz Of Lotza On Turning Trends Into Traction

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.

In this episode…

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.