ALP opens nicotine pouch pop-up saloon at 433 Broadway in Soho

ALP Supply Co. has put its first New York City retail presence on the street: a branded pop-up it calls the ALP Saloon at 433 Broadway in Soho, which the company describes as America’s first branded nicotine pouch store.

The company announced the opening on 9 November 2026 and pairs the shop with an advertising push across Manhattan and Times Square running from mid-November 2026 through January 2027.

The pop-up is ALP’s first move into New York City

ALP says it had avoided marketing and distribution expansion in New York City until now, focusing on rural territories instead. The Soho site is the company’s first attempt to enter the competitive New York market.

The activation is styled as an Old West saloon and is positioned as a place where visitors learn about ALP and its products, rather than a standard retail counter. The company also plans a media and creator preview to generate coverage around the opening.

The campaign covers Times Square and Manhattan through January 2027

ALP is combining out-of-home advertising with guerrilla marketing for a run that spans the holiday season.

Chief executive and co-founder Lorenzo De Plano tied the timing to holiday footfall, citing 8.1m people visiting New York City during the holiday season as the audience the campaign targets.

Who is affected

Retail and distributor readers should treat this as a brand-building move rather than a distribution announcement: the release names no retail partners, wholesale terms or on-shelf dates.

Competing pouch brands selling in Manhattan face a visible, experience-led campaign in the Times Square corridor during the highest-traffic weeks of the year.

For supply-side readers, the operative fact is that a pouch brand backed by a listed company is spending on physical retail and outdoor media, not on product news. ALP lists no new device, pouch format or specification in the announcement, so the release gives no basis for order-timing or registration changes. The campaign’s January 2027 end date is the only dated parameter the company sets.

ALP is jointly owned by Turning Point Brands and Tucker Carlson Network

ALP Supply Co. LLC is jointly owned by Turning Point Brands, listed on the NYSE as TPB, and Tucker Carlson Network. The release describes ALP as the fastest-growing brand in the nicotine pouch category, a claim the company makes about itself and does not support with figures in the announcement.

The company attributes its growth to what it calls systematic and asymmetrical bets, and cites its formulation, including a moisture profile and flavour portfolio, as its point of difference in the category.

Questions readers ask

Is the ALP Saloon pop-up a permanent store?

ALP describes it as a pop-up at 433 Broadway in Soho. The company does not state a closing date for the shop; the surrounding advertising campaign runs from mid-November 2026 through January 2027.

Who owns ALP?

ALP Supply Co. LLC is jointly owned by Turning Point Brands (NYSE: TPB) and Tucker Carlson Network, according to the company's announcement.