ALP is launching an advertising and retail campaign in New York City, including what the company describes as the first branded nicotine pouch flagship store in the United States. The ALP Saloon Pop-Up, located at 433 Broadway in Manhattan’s SoHo neighborhood, features an Old West-themed retail environment. The campaign also includes out-of-home and guerrilla marketing, with a strong presence in the Times Square area, running from mid-November 2026 through January 2027.
ALP CEO and co-founder Lorenzo De Plano said the initiative marks the company’s first effort to enter the New York City market, which it had previously avoided while focusing on rural areas. De Plano said the pop-up will introduce consumers to the brand and its products. The company said the campaign will include an event for media and selected creators.
