Lesson: Sometimes the opportunity isn’t in creating a category, it’s in noticing what’s missing in plain sight.

I remember the first time Sanzo hit my IG feed. It didn’t look like another “better-for-you” drink chasing a trend. It looked familiar. Calamansi, lychee, yuzu, flavors from Asian groceries and diaspora kitchens, finally sitting in a clean, modern can next to LaCroix. No gimmicks. No dilution into vague “tropical.” Just clarity. Sandro Roco has shared the origin: he noticed the flavors he grew up with never crossed into the mainstream aisle. That observation shaped the product, real fruit juice, no added sugar, no artificial flavors, and set the tone for the brand. Sanzo started small: NYC natural markets and specialty grocers first. Then, Whole Foods regionally, national rollout, Panda Express (2022), Target (2023), now 2,000+ retail doors. According to FoodNavigator, early growth reached five-fold year-over-year.

Where the Real Edge Lives

Getting attention is one thing. Holding shelf space is another. SPINS data cited in FoodNavigator shows Sanzo’s early growth was driven by repeat purchase and velocity in natural channels before national expansion. That sequencing matters. Retail doesn’t reward storytelling; it rewards turn. In the beverage industry, distribution without sell-through becomes expensive fast. The brands that last are the ones that prove movement in concentrated markets before widening the footprint. That’s what made this scale: not identity alone, but identity translated into measurable retail performance.

Three Signals That Matter

Signal 1 - Founder/Operator Takeaway

Sanzo didn’t try to disrupt sparkling water. It answered a simple, overlooked question: Why aren’t our flavors here? Great brands often start with an observation everyone else missed because they weren’t looking from the same angle.

Signal 2 - Consumer Insight

Cultural specificity plus clean ingredients doesn’t narrow the audience. It clarifies it.

Signal 3 - Investor/Market Lens

Sanzo’s edge wasn’t virality; it was disciplined sequencing. Prove velocity in concentrated doors first, then expand where the data already supports you.

That’s my read on it from actually building in the CPG space.

Stick around. I’m just warming up.

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_{DISCLAIMER - All content by Devraj Patel, including The Weekly D-Brief, is for informational and educational purposes only. It does not constitute business, legal, or personalized advice. No client relationship is created unless agreed upon in writing. Past results do not guarantee future outcomes. You are solely responsible for your decisions—always consult appropriate professionals before acting on this content.}