21cv is a management platform and venture studio that builds and scales celebrity-backed consumer brands through shared services, operational expertise, and strategic retail partnerships. We’re adept at every stage — from startup capital and brand incubation to commercial scale, operational management, and exit strategy — combining creativity, commerce, and culture to build enduring brands.
External link for 21cv
Celebrating 250 years of America and the Veterans who got us here. Grab your limited edition at your nearby Walmart.
When we set out to build Hanks For Our Troops, getting on shelf at Walmart was always the goal. Over the last few months, we've done just that — giving customers a way to buy coffee that does real good, nationwide. Now, we're proud to take the next step: our A250 packaging is officially hitting shelves, honoring 250 years of America and the Veterans who got us here. Grab yours at your local Walmart.
21cv reposted this
wait the coffee guys make music too?
Few artists in music history have had the impact of Miles Davis. 21cv is honored to support Reservoir Media in bringing his historic collaboration with the Grateful Dead back into culture as part of the Miles Davis Centennial. This week, it comes together at the Cooper Hewitt Smithsonian Design Museum in partnership with Devon Turnbull and Ojas.
2025 was a defining year for 21cv. 🚀 We launched and scaled our culture-forward consumer engine- pairing iconic talent with world-class operators, moving fast from idea to shelf, and turning cultural insight into high-demand goods. It was also a major step forward for the business: closing our $20M Series A, acquiring InStyle Products Group and welcoming them to the 21cv platform, and growing a team built for the pace. Brand highlights: - Punk Bunny Coffee by Green Day: Year 2 of a multi-year partnership with 7-Eleven, spanning coffee, the Kerplunk! Slurpee moment, and setting the stage for more crossover across the Green Day + retail universe in 2026… new SKUs and new doors ahead. ⚡️ - Hanks For Our Troops: A brand refresh + continued momentum across DTC and Walmart, with branded entertainment in the works to deepen what makes HANKS different- a consumer brand rooted in service unlike any other. 🎖️ - Beauty (coming soon!): Activating on the InStyle Products Group acquisition, we’re bringing the 21cv talent-led platform to beauty brands designed for culture, community, and scale. 👀 2026 is already stacked- we’re excited for what’s to come.
Today, we’re proud to share that 21cv has completed its acquisition of Instyle Products LLC (IPG), a closely held Fragrance and Beauty Care company. IPG has spent 20+ years building accessible, high-quality products across fragrance, luxe bath, and skincare— along with deep consumer and retailer relationships that compound over time. IPG Leadership brings experience from major beauty houses, global entertainment, and leading CPG organizations including Unilever and Procter & Gamble. This acquisition aligns with a broader shift we’re seeing across the CPG landscape: Consumers are investing in self-care, efficacy, and everyday routine. Beauty and personal care continue to outperform — and IPG has been delivering in these categories for more than two decades. Integrating IPG into 21cv strengthens our platform to incubate and scale the next generation of talent-backed brands. Several new projects are already underway for 2026, supported by IPG’s expertise and infrastructure. We’re thrilled to welcome the IPG team to 21cv — and excited for what we’ll build together.
Over the past few years, our team has been building a new model in consumer packaged goods – beginning with two talent-backed brands: Punk Bunny Coffee by Green Day and Hanks For Our Troops from Tom Hanks. What originated as a small, focused team evolved into a scalable platform. In April 2025, we formalized it as 21cv — a CPG management company supported by a venture studio and a rapidly expanding branded entertainment division. Our progress to date has been driven by execution and measurable results: In 2024, we launched Punk Bunny in partnership with Keurig, while rolling out multiple coffees and Slurpees across ~14,000 7-Eleven stores, winning three Clio awards. In 2025, we invested in and rebranded Hanks for Our Troops, launching exclusively with Walmart. A few weeks ago, we closed our $20M Series A, providing fuel to scale a platform we’ve validated through live-market launches. The 21cv Platform - CPG Leadership With Operating Muscle: Co-founder/CEO Paul Wagstaff brings two decades at The J.M. Smucker Co., three years as CEO of Eagle Foods, and multiple PE-backed wins. He’s supported by operators who’ve taken brands from concept to national shelves – repeatedly. - Branded Entertainment That Makes CPG Culturally Relevant: Led by Aaron Matusow, this division develops original IP and entertainment-led marketing designed to drive credibility and community – key drivers of modern brand adoption. - Venture Studio with Shared Services: A unified model across brand, manufacturing, marketing, sales, and distribution helps us launch and scale talent-backed CPG companies with faster, cleaner and with less operational risk. At the core of 21cv is a simple principle: strategy, partnerships, licensing, incubation, and storytelling work best when they work together. With multiple new launches, acquisitions and expansions already set for 2026, we’re entering our next phase of growth – and the momentum is real. Link below.
Today and every day, we honor those who have served. Hanks For Our Troops was built to give back to veterans and their families — donating 100% of profits to organizations that support those who’ve sacrificed for our country. To all who have served, we thank you. ☕️
Freedom isn’t free. It’s paid for with courage, sacrifice, and selflessness. Thank you Veterans for your service, today and everyday. We want to share your stories of service. Head to https://ow.ly/Mp7b50Xm1Uw to tell us yours and receive a HANKS Challenge Coin as a small token of our thanks. #GiveHanks #VeteransDay #SupportOurTroops
We’re proud to share that Hanks For Our Troops Coffee is now available for a limited time in Walmart Supercenters across Illinois, Ohio, Florida, Texas, and California. Every purchase supports veteran organizations nationwide — great coffee, doing even greater good. Find us on shelves while supplies last🇺🇸🇺🇸