Bucking the current trend can be risky, but the bigger the risk, the higher the potential payout. United Sodas of America founder and CEO, Marisa Zupan, has taken on the trend of abandoning soda in favour of other “healthier” drinks. “The marketplace is so crowded right now with alternatives to soda, right? They position themselves as such. ‘We are a seltzer. We are a tonic. We are a hint of whatever.’ To differentiate ourselves, we knew that wasn’t what we needed. We wanted to go straight for soda. Everyone’s running away from soda. We had to go straight for soda.” And that’s exactly what they’ve done.