
Her cleverest move at McDonald’s was not inventing a new appetite. It was noticing the rituals already hiding in plain sight - then giving a global brand permission to sound like the people who love it.

She once planned to become a political correspondent. Instead, she brought a reporter’s eye for people and narrative to Corona, Modelo and a $100 million bet on women founders.

A fourth-generation beverage entrepreneur turned a post-adventure ritual into HOPWTR. Six years, thousands of hand-fixed cartons and one strategic acquisition later, Jordan Bass is still selling the moment as much as the drink.