Partner Elite has invested in hopnøsis, a range of sparkling hop-infused beverages founded by CEO Kelly Hoffman in August 2024.
A first on the African continent, hopnøsis offers an alternative to traditional soft drinks and alcohol. Available in Classic AF and Mango Mojo flavours, the range combines natural hop extracts with ingredients such as L-theanine, ashwagandha and vitamin C. With zero alcohol, sugar or calories, it delivers feel-good refreshment without compromise.
“hopnøsis was created because I believed adults deserved a more interesting choice – something more considered than an ordinary soft drink, but without the alcohol, sugar or compromise,” says Kelly.
The partnership comes at an important stage in the business’s growth. “Building a new beverage category is exciting, but it requires the right guidance, network and strategic support,” Kelly says. “Partner Elite has a proven track record of helping businesses grow while respecting the founder’s vision and the heart behind the brand.”
Through the partnership, Partner Elite will support Kelly in strengthening the business’s operational foundations, route-to-market strategy and team.
“Being a founder can be incredibly isolating, and you often take on far more roles than you should,” Kelly explains. “I am excited to learn from experienced entrepreneurs, avoid costly mistakes and build the structures needed to scale.”
Over the next five years, Kelly aims to establish hopnøsis as the brand that created and leads the sparkling hop-water category in Africa, while expanding into a broader portfolio of distinctive alcohol-free adult beverages.
“My vision is to turn a bold South African idea into a commercially strong, sustainable and scalable business,” she says. “I am honoured that the Partner Elite team saw something in both me and the business, and excited that we chose one another for this next phase of growth. I look forward not only to learning and growing, but also to contributing meaningfully to the wider Partner Elite portfolio.”
With Partner Elite’s support, hopnøsis is preparing to introduce more consumers to a better everyday ritual – one that does not ask them to choose between flavour and feeling or enjoyment and clarity.
