Lily Pond Group (LPG), a beverage alcohol incubator founded by Jesse Bongiovi and dedicated to building the next generation of lifestyle-focused brands that connect with today’s culture-driven consumers, announced its first official partners: Hampton Water Rosé, Five Springs Infused Bourbon and Mezcal Mezul. 

These partnerships mark the launch of LPG’s mission to elevate brands that blend authenticity, creativity and growth potential, the company says.

“After building Hampton Water from an idea into a high-growth brand, I realized how many incredible founders are out there with a great foundation, but looking to grow their resources, relationships, or infrastructure,” Bongiovi says. “With Lily Pond Group, I wanted to take what we’ve learned and use that experience to help other founders bring their visions to life. It’s about championing authentic stories and giving brands the tools to grow thoughtfully and sustainably in a really competitive space.”

Founded in 2024 by Kentucky native and longtime spirits executive Lisa Sawyer Derman, Five Springs Infused Bourbon blends premium barrel-aged bourbon and Bardstown spring water with fruits, botanicals, and other natural ingredients to create three distinctive infusions: vanilla maple, honey sage and blood orange.

Mezcal Mezul is co-founded by Jeff Cairney, José Santiago, Jordi Sastre, and Carlos Naupari. The spirit introduces a lightly toasted, approachable mezcal blend crafted for people exploring mezcal for the first time, the company says. Made with zero additives, it combines espadín agave from Oaxaca and blue weber agave from Zacatecas to offer a versatile flavor profile that’s ideal for cocktails yet smooth enough for sipping, it adds. The brand also is committed to cleaner oceans and beaches and donates annually to and actively supports conservation initiatives in partnership with Global Coralition and ByeByePlastic.

Bongiovi explains that the brands were selected because they each offer something genuine and distinctive at its core.

“With Hampton Water, it’s the lifestyle and sense of community, and has really been the framework for creating LPG,” he explains. “Five Springs brings a modern, flavor-forward twist to a classic spirit while staying true to bourbon craftsmanship. Mezcal Mezul is built on sustainability and a mission to welcome new consumers into the category. What ties them all together is that they each tell a story worth sharing and they’re led by people who truly care about quality, culture and connection.”

To support these brands Bongiovi explains that LPG is taking a very hands-on approach. 

“That means helping brands with everything from strategy and positioning to distribution, partnerships and creative storytelling,” he says. “LPG is a platform where founders can access the experience, network and infrastructure we’ve built while still staying true to their own vision. Our goal is to help them scale smartly and sustainably, without losing the soul of what made their brand special in the first place.”

Bongiovi explains that LPG focus remains on beverage alcohol because that’s where its expertise and relationships are strongest, but will continue to keep on the brands in the beverage market with a story to tell. 

“[T]he heart of Lily Pond is really about brand building and storytelling, and those principles apply far beyond the drinks category,” he says. “So, while we’re starting here, I definitely see potential to explore adjacent categories down the line, whether that’s hospitality, lifestyle, or experiences that complement the way people connect and celebrate.”