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Following a brainstorming session in May, marketers at hard seltzer brand Crook & Marker posted a mock-up on social media of what was initially more of a joke: a mask with a small round valve in the middle, like the kind you’d find on a beach ball, but for a straw to fit into. They were trying to solve the everyday problems of the pandemic-era drinker—how, pray tell, is one meant to wear a mask and drink at the same time?
That initial prototype for the TasteMask, as Crook & Marker dubbed it, was well-received, to say the least.