Next generation tequila seltzer

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The launch of companies like White Claw, Truly, and Spiked Seltzer helped popularize the canned liquor beverage. Despite massive growth in the category, there was no premium offering – one that included real liquor, not malt liquor.

Enter Onda. Onda has established itself as the #1 independently owned tequila seltzer in national retail sales, according to Nielsen data. While other tequila seltzer brands have entered the market, Onda differentiates itself with premium tequila, genuine fruit taste and a retro 90s surf-style brand.


The 25madison studio has worked closely with the founders of Onda since its inception. Founder and CEO, Noah Gray, interned at 25madison while completing his MBA at Yale School of Management. That summer, he had been working on launching a tequila seltzer brand. 25madison helped conduct diligence with industry leaders, ultimately investing in the concept. From there, alongside the Onda team, 25madison assisted with the initial fundraise and helped recruit Jim Clerkin (former Moët Hennessy North America Chief Executive) to join the Onda board as Chairman alongside board members Kirk Posmantur and Steven Price of 25madison.

Through 25madison's strategic relationship with global entertainment agency, Endeavor, we helped bring on Shay Mitchell as the Chief Brand Officer. Today, 25madison continues to support Onda with capital raises and strategic advice.

All images credit to Onda