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Welcome to The Quality Makers, an interview series highlighting pioneers in the direct-to-consumer space. Join us as we get an inside look at the world of digital shopping through the eyes of the individuals shaping it…
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Sandro Roco, the founder and CEO of Sanzo, was born in Queens, raised in New Jersey and is currently based in Brooklyn. Sanzo is the first Asian-inspired sparkling water brand made with real fruit, no added sugar. The name of the brand is actually a portmanteau of Sandro’s first and middle names: Alessandro and Lorenzo. As an Asian-American who can connect to a variety of the diverse flavors this brand offers, Sanzo feels particularly close to my heart. Alphonso Mangoes were a staple in my childhood and what a beautiful thing it is to witness the moment in which this flavor is being shared and celebrated globally. Read Sandro’s inspiring story below.
How is your personal journey related to the creation of Sanzo?
The vision for the brand was based on witnessing the influx and interest in Asian and Asian-American culture, creators, faces, voices, flavors, and more. As a Filipino-American, it was definitely the first time that I felt our culture being outwardly celebrated. In 2018, Crazy Rich Asians was the best selling film at the box office and it was BTS’ first ever nationwide tour – they were selling out football stadiums. I remember wondering if I had something to contribute to the cultural conversation, and Sanzo ended up being that.
So what led you to sparkling water?
Apart from my personal journey, the other half of the equation was that I discovered sparkling water as an everyday beverage in the summer of 2018. There were a lot of brands coming up in the market at that time, but I remember wondering why there were 4 different kinds of lemon or lime sparkling waters stocked in the fridge at my work. Sure they were different brands, but all the same flavors. This bigger cultural exploration that I felt like America was going through led me to use this very accessible medium, sparkling water, to deliver a story on culture. Really, I was just beginning to consume the sparkling water category a lot, and I began thinking about all these flavors that are an important part of me and a staple in my upbringing, that also deserve to be celebrated.
I want to hear more about the bridging of East and West, how Sanzo feels like a real reflection of your Asian-American identity.
I was raised in central New Jersey in a town that was predominantly Italian-American, Irish-American and Polish-American. We were one of the first Asian families, and my parents, as immigrants, wanted to raise us in an assimilatory atmosphere. We had Filipino food at family parties, and I can understand a bit of Tagalog, which is one of the main Filipino dialects, but I also grew up eating chicken parm and linguini. Reflecting on my upbringing later in life, especially when I started Sanzo, helped me appreciate just how unique that kind of experience was.
That diversity has now extended into the Sanzo team. A little over 50% are AAPI and the rest are literally from everywhere else. I really enjoy that about the CPG industry – it requires folks from all different backgrounds to build an effective brand. If you're talking about New York City, or LA for that matter, a lot of the store owners or store managers are either of Asian, Middle Eastern or Latino descent and so having folks from those communities that can effectively communicate within those spaces is important. That kind of diversity and representation is what solidifies the heart of the brand. There are certain parts of the team that are going to lean more towards AAPI, just given their ethnicity and upbringing, but there are others who seep into this idea of what I consider to be American. That balance very much aligns with our mission and the bridging of cultures.
Tell me more about the different kinds of flavors you offer. Is it an inherent part of your mission at Sanzo, to make sure that every Asian culture feels represented in the flavors you offer?
We started out trying to be as representative as we could be, but it quickly became clear to me that we won’t be able to cover every inch of Asia. We were pretty intentional about the first three flavors that we launched: Calamansi, Lychee & Alphonso Mango. The idea was: let's give nods where we can, to the East Asian, Southeast Asian and South Asian communities, and develop things further from there. Those three flavors in particular, are each very distinct on their own: Calamansi is pretty tart, Lychee being very floral and fragrant, and then Alphonso Mango being bold and sweet. As we've grown, we've continued to try to pick flavors that have natural distinctiveness. We then launched a Yuzu flavor a couple of years ago, as well as the Pomelo Grapefruit flavor last year. We're trying our best to give proper nods to each underlying culture. Each flavor has such a deep, rich story to tell and one flavor may play a role in various Asian cultures/subcultures. If we’re doing it right, we should actually dive deeper into each of these flavors’ cultural stories before moving to the next one.
If you check out our TikTok, you’ll see how we’re trying to focus on the storytelling aspect of our flavors. We’ve gone in different directions, some surrounding the actual homeland explorations. But what we’re finding is that the content that’s been most engaging, is really the discussion around the Asian-American diaspora. Ultimately, we are an Asian-American brand. I’m envisioning all Asian cultures to have a cultural impact in the U.S., not just the dominant cultures, which tend to be East Asian. We need all of us to be celebrated, and even recognized.
What would you say differentiates you from other brands in the industry, other than the fact that your focus is Asian-inspired flavors?
There's two things we like to pride ourselves on: one of which is that Sanzo really is community-led and community-built. We started with a community that was severely underserved, and we wouldn’t be here without their support. The second thing is that we're not just another product. We really want to represent broader and true cultural celebration. The flavors are how we do that, but whether you are AAPI or not, we want Sanzo to speak to you and add to your joy.
What do you hope people will take away when they engage with your brand?
When I look at who I want Sanzo to be for, I think of it both as a celebration and a taste of home for myself and for other AAPI populations. But also for folks who are unfamiliar with our cultures and who are looking for a medium through which to explore and discover more about our flavors in an accessible, light and refreshing way.
I hope folks will take away a brand that just wants to be a positive reflection and celebration of this pretty important, cultural and generational shift that's underway in this country. I have two brothers in their 40s and they were stunned by the fact that our culture can be so heavily celebrated, to the point where there's a healthy ecosystem of brands that represent us. We’re taking up real shelf space at my local grocery stores, in an area that had little to no Asian representation when I was growing up. It’s so cool to be operating a brand at this time.
What are some of your hopes, dreams, and visions for the future and growth of Sanzo?
We are unapologetically building what I believe is the next big global water brand. We look at brands with deep cultural inspirations that have achieved this, take San Pellegrino or Topo Chico as an example, and Sanzo will be there within the next decade. In the same way that Modelo has become the number one beer in America, because Mexican culture has become almost synonymous with American culture, I have that same vision for Asian cultures and flavors. We will be an even bigger part of that conversation in the future.
Try Sanzo’s delicious Asian-inspired flavors here!
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