---
title: How a soda reseller built a multimillion-dollar empire
description: A Houston entrepreneur turned soda into a collectible.
---

[Hustle News ](https://hs-sbup.thehustle.co/news)

# [How a soda reseller built a multimillion-dollar empire](https://hs-sbup.thehustle.co/news/09062022-soda-reseller)

 Written by [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/news/author/juliet-bennett-rylah) | Apr 11, 2023 4:46:57 AM

In 2016, a Houston barbershop owner asked Exotic Pop founder Charleston Wilson to bring back some sodas only available in Louisiana, where Wilson attended college.

The sodas were in demand thanks to the [Screwed Up Click](https://en.wikipedia.org/wiki/Screwed_Up_Click), a Houston hip-hop collective, and the barber could easily sell them at a markup.

#### **But one day…**

… Wilson returned, his ‘99 Camry crammed with soda, and the barber didn’t want them. So, Wilson made an Instagram account — @ExoticPop — to [offload them](https://www.instagram.com/p/BDwWCWpiINk/). Eventually, it exploded on social media.

- Rappers [Paul Wall and Drake](https://melmagazine.com/en-us/story/exotic-pop-snacks-offset-cardi-b-drake) tagged the brand
- In 2019, a [vending machine collab](https://www.youtube.com/watch?v=CixUEkF3cbc) with Travis Scott went viral

“At first it was a slow start. People didn’t want to pay $3-$6 for a 99-cent soda,” Wilson told *The Hustle*. “But as soon as it became a status [symbol] and was bounced off these major influencers, it was an American love story.”

#### **Today…**

… Exotic Pop sells dozens of sodas, including collabs with musicians like [Soulja Boy](https://exoticpop.com/collections/exotic-pop-signature-brand/products/exotic-pop-soulja-boy-cool-cup-juice?variant=), [DJ Screw](https://exoticpop.com/collections/exotic-pop-signature-brand/products/exotic-pop-exotic-pop-dj-screw-cotton-candy-blue-air-freshener?variant=39702483370148), and [Too Short](https://exoticpop.com/collections/exotic-pop-signature-brand/products/short-dogs-strawberry-soda?variant=39702501916836). They sell for $5-$50, online and in retailers nationwide, and are considered exclusive collectibles. In 2021, Exotic Pop claimed [$6m](https://www.yahoo.com/video/black-owned-exotic-pop-sells-174959320.html) in profits.

For Wilson, it’s crucial to reinvest that money in his business and community.

So far, that’s included a [covid rental relief program](https://twitter.com/SouthwestMD/status/1280932094135410688), [free swimming lessons for kids](http://stylemagazine.com/news/2022/jun/01/exotic-pop-local-entrepreneur-teaming-help-prevent/), and [life skills workshops](https://houstonfoodfinder.com/news/black-owned-houston-soda-company-launches-life-skills-workshops/) in Houston. Next up, Exotic Pop will build a bottle facility in Texas and expand its line of original flavors.

**BTW:** It’s not just soda — people will pay a premium for rare cereals, like WWE’s [Booty O’s](https://www.amazon.com/WWE-Booty-Breakfast-Cereal-11-5oz/dp/B01JN4P0U8).

[View full post](https://hs-sbup.thehustle.co/news/09062022-soda-reseller)

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