For the three founders of Minneapolis Cider Co., pivoting has been a part of the business since the jump—it’s how they wound up with four pickleball courts and crêpes from Breizh Kitchen in the largest cider taproom in the U.S., which they opened in 2019. They revived the brand Crispin, created the booming Trail Magic brand (one of the first THC drinks in Minnesota), which has been so successful that it launched in Twin Cities metro Targets this year and has surpassed actual cider sales. What started out as a project at the University of Minnesota Carlson School of Management  has become a nationally prominent endeavor. “The throughline of everything we’ve done—it all comes back to real fruit,” David O’Neill says. “We really see ourselves as a fruit beverage company. We pride ourselves on working with the best ingredients we can possibly get our hands on.”