Signal trace · beverage (women's hydration RTD)

Greater Than

Every press hit, ad, BSR data point, Instagram metric, and Claude thesis the pipeline used to score Greater Than. Click any signal to inspect the source.

watchwww.drinkgt.com ↗last scored 7/27/2026
← Pipeline

At a glance

Founded
2010
HQ
Louisville, KY
Total raised
$6.6M
Last round
Series unknown · Aug 2025
Founders
Heather Howell · President & CEO (per Lane Report, BevNET)
Retailers
—
Instagram
@greaterthan

Rhymes with

Cure Hydration

Female-founded, functional hydration positioning targeting women's-wellness whitespace with clean-label electrolytes — same category wedge, though Cure has built stronger cultural momentum.

Jeff's verdict

Your vote biases future scoring. Hot = +8. Pass = -15.

Composite score
36/100
—
Score label
Research
69% confidence
Signals captured
9
5 sources live
Scoring runs
1
first run

Rubric breakdown

Traction & velocity
6/25
Team pedigree
10/20
Authenticity / fit
5/20
Capital signal (pre-raise)
8/15
Category timing
4/12
Defensibility
3/8
Scoring rationale
WATCH. Greater Than is a Louisville-based women's hydration RTD founded in 2010 that raised $6.6M on 2025-08-14 (per Crunchbase via Tavily/LinkedIn), suggesting it has already moved past Jeff's pre-Seed/Seed sweet spot despite modest digital traction (IG 65,135 followers, TikTok essentially dormant at 7 followers, 30 live Meta ads per Foreplay). The brand relaunched in Feb 2026 with a new GoddessLand™ platform, 12oz sleek cans, and its first Summer Fancy Food Show appearance in June 2026 under CEO Heather Howell — a genuine second act, but one that's been 15 years in the making with limited breakout velocity. Amazon signal is unreadable (no branded ASINs surfaced; Keepa hits are for 'Greater Than Games' board games and unrelated Vita Coco/Bloom SKUs), and there's no Reddit or Google Trends signal. Worth tracking the relaunch but likely priced past Jeff's entry point.
Traction: 0 press · 30 ads · BSR Δ11% · TikTok 7 → 6/25
Authenticity: IG 65,135 · TT 7 · -4 Amazon reviews · 0 subreddits → 5/20
Capital: 0 funding press (penalty 3) · TM sweet-spot no · 30 ads → 8/15 (higher = pre-raise)
Category timing: beverage (women's hydration RTD) trend flat · brand trend flat → 4/12
Out of food+bev scope — will not surface on pipeline.

Score history

  • Jul 27, 03:06 AM36
    69% confidence · Research

Signal sources

Press signal

SerpAPI · Google News · 0

No press signal signals captured.

Ad activity

Foreplay · 5
  • Tori Repa
    ✈️ Summer means visitors and trips, and a simple seated routine travels along without a fuss. BetterMe's Chair Yoga goes wherever there's a chair, gentle stretches you follow sitting down, no equipment to pack at all. 💛 Imagine keeping y
    Health/beautyBeauty
    foreplay.ad · live_ad · 75% conf · 7/27/2026
  • Tracker Dan
    The best shooters use their ears as much as their eyes. ARM NEXT FieldOps Tactical Earbuds give you a serious edge with 4X sound amplification — picking up what matters most, from farther away than ever before. The moment you pull the trig
    Shooting & HuntingOther
    foreplay.ad · live_ad · 75% conf · 7/27/2026
  • Tracker Dan
    The best shooters use their ears as much as their eyes. ARM NEXT FieldOps Tactical Earbuds give you a serious edge with 4X sound amplification — picking up what matters most, from farther away than ever before. The moment you pull the trig
    Shooting & HuntingOther
    foreplay.ad · live_ad · 75% conf · 7/27/2026
  • Tori Repa
    ✈️ Summer means visitors and trips, and a simple seated routine travels along without a fuss. BetterMe's Chair Yoga goes wherever there's a chair, gentle stretches you follow sitting down, no equipment to pack at all. 💛 Imagine keeping y
    Health/beautyBeauty
    foreplay.ad · live_ad · 75% conf · 7/27/2026
  • Tracker Dan
    The best shooters use their ears as much as their eyes. ARM NEXT FieldOps Tactical Earbuds give you a serious edge with 4X sound amplification — picking up what matters most, from farther away than ever before. The moment you pull the trig
    Shooting & HuntingOther
    foreplay.ad · live_ad · 75% conf · 7/27/2026

Amazon traction

Keepa · Jungle Scout · 1
  • Best BSR 8 · 90d improvement 11%
    B01MUHP51S · BSR #10,146B07DHX9QKW · BSR #2,257B0085G49YO · BSR #3,505
    keepa · amazon_bsr · 85% conf · 7/27/2026

Instagram

Apify · 1
  • @greaterthan: 65,135 followers
    Hydration For Her
    @greaterthan · 65,135 followers · 77 posts · avg engagement 158
    apify.instagram · social_followers · 85% conf · 7/27/2026

TikTok

Apify · 1
  • @greaterthan: 7 followers · 0 hearts · 0 videos
    @greaterthan · 7 followers
    apify.tiktok · tiktok_followers · 80% conf · 7/27/2026

USPTO trademarks

USPTO TSDR · 0

No uspto trademarks signals captured.

Reddit organic

SerpAPI · reddit.com · 0

No reddit organic signals captured.

Google Trends

SerpAPI · google_trends · 0

No google trends signals captured.

AI thesis

Claude Opus 4.7 · 1
  • WATCH. Greater Than is a Louisville-based women's hydration RTD founded in 2010 that raised $6.6M on 2025-08-14 (per Crunchbase via Tavily/LinkedIn), suggesting it has already moved past Jeff's pre-Seed/Seed sweet spot despite modest digital traction (IG 65,135 followers, TikTok essentially dormant at 7 followers, 30 live Meta ads per Foreplay). The brand relaunched in Feb 2026 with a new GoddessLand™ platform, 12oz sleek cans, and its first Summer Fancy Food Show appearance in June 2026 under C
    verdict WATCH
    claude.synthesis · thesis · 80% conf · 7/27/2026
●Reading live from Supabase deal_flow · brand_id greater-than · 9 signals on file.