ALP Opens First Nicotine Pouch Store in NYC
ALP nicotine pouch pop-up opens at 433 Broadway in SOHO, supported by a citywide advertising campaign through January 2027.
ALP, the fastest-growing brand in the nicotine pouch category, is entering New York City with a citywide advertising campaign and the ALP Saloon Pop-Up at 433 Broadway, SOHO. Positioned as America’s first branded nicotine pouch store, the retail activation brings an Old West Style Saloon into NYC’s urban jungle. The campaign runs from mid-November 2026 through January 2027, with a particularly strong presence in the Times Square corridor. ALP is making its first attempt to penetrate the competitive NYC market after previously focusing its marketing and distribution expansion on rural territories.
A Branded Retail Destination
The ALP Saloon Pop-Up is designed as an immersive retail environment where visitors can experience the brand beyond the product itself. The activation will give visitors an opportunity to experience ALP beyond the product itself, with a dedicated branded environment that reflects the brand’s identity and creates a destination for consumers in the heart of New York City.
Lorenzo De Plano, Co-founder and CEO at ALP Supply Co., explained:
“Coca Cola has their Polar Bears. Macy's has their Thanksgiving Day Parade. ALP has its Ranger and he's coming to NYC. More than 8.1m people visit NYC during the holiday season. This time of year is filled with nostalgia and happiness and ALP is going to tap into this hallmark association. We've built tremendous momentum as the fastest-growing brand in the category and we've done this through systematic and asymmetrical bets. The ALP Saloon in NYC is an interactive way for people to become educated about ALP and its products and will be the first time that a nicotine pouch brand has launched a flagship of this kind on American soil.”
Times Square Campaign
ALP’s traditional and guerilla marketing campaign will put its creativity in front of millions of New Yorkers and visitors throughout the holiday season. The initiative includes high-impact out-of-home advertising, guerilla marketing and a first-of-its-kind branded retail experience.
New York Market Entry
The launch experience will bring together media and select creators for an exclusive introduction to the ALP Pop-Up. Combining high-impact out-of-home (OOH) advertising, guerilla marketing and a first-of-its-kind branded retail experience, ALP is bringing its distinct personality and mantra of “A Better Time” directly to one of the world’s most influential cultural and commercial markets.
