Fastest-growing brand in the nicotine pouch category brings its personality to the streets of NYC with a citywide advertising campaign and an unprecedented retail experience

NEW YORK, Nov. 9, 2026 /PRNewswire/ -- ALP, the fastest-growing brand in the nicotine pouch category, is making a major statement in New York City with an expansive takeover that puts the brand front and center across Times Square and Manhattan. 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. 

At the center of the campaign is the ALP Saloon Pop-Up (433 Broadway, SOHO), positioned as America's first branded nicotine pouch store and designed to bring the brand to life through an immersive retail experience bringing an Old West Style Saloon into NYC's urban jungle. 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.

Extending well beyond the pop-up, ALP is taking over the city's advertising landscape with a traditional and guerilla marketing campaign running from mid-November 2026 through January 2027. The campaign will put ALP's creativity in front of millions of New Yorkers and visitors throughout the holiday season, with a particularly strong presence in the Times Square corridor.

"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." explained Lorenzo De Plano, Co-founder and CEO of ALP Supply Co.. "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."

This is ALP's first attempt to penetrate the competitive NYC market.  To date, ALP has avoided marketing and distribution expansion in New York City, choosing instead to focus on rural territories.  ALP has sought to differentiate itself within the competitive pouch category through its product formulation, including its moisture profile and flavor portfolio. The New York initiative extends that positioning beyond the product itself, connecting the company's retail presence with a larger than life activation done at an efficient price.

The launch experience will also bring together media and select creators for an exclusive introduction to the ALP Pop-Up, generating coverage, social conversation and additional visibility around the brand's New York presence. This takeover represents another significant milestone in ALP's continued growth in building a recognizable, differentiated brand in a bland category. By combining large-scale visibility with an experiential destination, ALP is making its presence known in a city where standing out matters and where being first matters even more. 

For more information, visit https://alppouch.com/.

About ALP

ALP is a next-generation nicotine brand redefining the category through a focus on quality, experience, and independence. Built outside traditional corporate systems, ALP creates products for consumers who value performance, intentionality, and doing things their own way. ALP Supply Co. LLC is jointly owned by Turning Point Brands (NYSE: TPB) and Tucker Carlson Network (TCN).

Media Contact:
Matt Kovacs
mkovacs@blazepr.com

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SOURCE ALP Supply Co. LLC