The Lasser family of Keremeos, B.C., started making cider decades ago because of their love of perfect and imperfect fruit, which they now share through Lass Chance.
Join us in the field with Court Coulter.
O&V: What do you do as VP of Lass Chance Beverage Co.?
Court Coulter: As vice president of Lass Chance Beverage Co., I oversee the company’s strategic growth and operations, ensuring our brand vision comes to life both on and off the farm.
O&V: Where does innovation come into your job and into the business?
CC: I’m focused on building Lass Chance into a beloved Canadian brand that champions sustainability, craft and bold flavours. Innovation is at the heart of everything we do at Lass Chance Beverage Co.
Innovation drives us to rethink traditional cider-making by focusing on upcycling misfit fruit — turning what would be waste into delicious, clean-label ciders and sodas. We innovate not just in product development, but also in how our brand shows up in the rapidly growing RTD cider market.
For me personally, innovation means crafting compelling stories that connect people to our brand’s purpose and origins. Bringing the orchard, the farm and the journey from fruit to can to life in every interaction. It’s about leading our team to bring this story to market in ways that resonate and build loyalty.
O&V: Tell us about your roots. Where did your interest in this industry begin?
CC: My interest in the beverage and craft industry grew naturally from years of working closely with founder-led companies, helping them scale and define their brands through my consulting agency. Lass Chance Beverage Co. has been one of my agency’s clients, and I quickly became inspired by their mission, values and unique approach to cider. I decided to dive in head first and join the team, bringing my experience in strategic growth and brand development to help take Lass Chance to the next level.
O&V: Tell us about the challenges in your work.
CC: One of the biggest challenges is constantly evolving to stay ahead of trends without compromising our core brand vision and values. In today’s fast-paced world — especially with social media and quick reels dominating — getting genuine eyeballs on our product is more challenging than ever.
O&V: What are you looking forward to in the coming season?
CC: What I’m really looking forward to this coming season is that our cider house is officially open in Keremeos! It’s truly a showstopper — nestled in the beautiful valley right next to our apple trees.
We’re heading full throttle into cider season, and I can’t wait to welcome visitors to experience our ciders, fruit sodas and the whole vibe of the farm. It’s going to be an exciting time of connection, growth, and celebrating everything that makes Lass Chance special.