Heatonist's Hot Sauce Empire
Heatonist, the brand behind the hit YouTube show *Hot Ones*, grew from a single push cart in Brooklyn into the #1 hot sauce brand on Amazon. CEO Noah Chaimberg attributes the success to a strategic media partnership and building a cultural movement around a niche product.
Founder Noah Chaimberg, a former digital marketer, started Heatonist in 2013 with a simple pushcart at Brooklyn markets. His goal was to spotlight small-batch hot sauce makers who prioritized unique flavors and all-natural ingredients over pure, scorching heat. By 2015, the company opened its first brick-and-mortar tasting room in Williamsburg, Brooklyn, located at 121 Wythe Ave. This was later followed by a second location in Manhattan's Chelsea Market, where "hot sauce sommeliers" guide customers through complimentary tastings of over 100 varieties. The pivotal partnership with *Hot Ones* also began in 2015, with Heatonist curating the show's famous wing lineup. The collaboration deepened to include co-creating exclusive sauces like The Classic, Los Calientes, and the infamous Last Dab, which features Pepper X from creator Smokin' Ed Currie. Heatonist's online store, which launched in 2014, saw daily orders jump from a handful to over 25 almost immediately. By 2024, the company's annual sales reached an estimated $45 million, with the United States accounting for 77% of its market. Previously exclusive to its own stores and website, Heatonist sauces are now on the shelves of major retailers. As of 2024, the brand's products are available in over 8,000 stores and 30,000 distribution points, including Kroger, Publix, Whole Foods, and Walmart. Beyond *Hot Ones*, Heatonist has collaborated on unique sauces with celebrities like UFC fighter Dustin Poirier and media personalities Joe Santagato and Greg Dybec for an "Everything Bagel" hot sauce. The company continues to expand its physical footprint, with founder Noah Chaimberg currently developing the HEATONIST Catskills Chili Farm in upstate New York.
