Posca Hydrate has officially launched in Australia at the 2024 C&I Expo, bringing Australia’s first sugar-free sparkling hypertonic drink in a can.
Combining ancient wisdom with modern science, the original Posca recipe dates back to ancient Rome, widely regarded at the time as the beverage of choice of soldiers and gladiators.
Delivering sustained hydration and enhanced electrolyte retention through its hypertonic formulation, enriched with four essential electrolytes and boosted with the addition of red wine vinegar.
Ed Stening, Co-Founder and CEO of Posca, explained that Posca Hydrate was born as a solution to the problem that we are currently seeing in the Australian convenience channel – there’s no sports drink that isn’t full of trash.
Merrick Watts, Co-Founder of Posca, said it was during the depths of the COVID lockdown of 2021 that he came across the original Posca recipe and its fascinating stories, buried in the (online) history books.
“It got me thinking that there is a thing or two we can learn about hydration and health from the ancient world. Given Posca was the drink of actual gladiators, there is no doubt it is the original sports drink.
“Over the past ten or so years, I’ve become a self-confessed health and fitness nut and like many of us, I have been disappointed with the lack of sugar-free, all-natural sports drink options available on the market. Aussies are increasingly becoming more health conscious and searching for a better alternative to stay hydrated – without a crash, without sugar, without stimulants, without regrets.”
Almin Azeem, Head of Sales at Posca Hydrate, said the launch at the C&I Expo was a standout success.
“As Australia’s first sugar-free sparkling hypertonic drink in a can, it’s a no-nonsense alternative to traditional sports drinks, with zero sugar, all-natural ingredients, and 100 per cent stimulant-free.
“The feedback on both the product’s taste and hydration benefits was unreal, with retailers genuinely excited to see new innovation and a healthier option that really delivers. I can’t wait to see it on the shelves in the next few weeks.”
Available in three invigorating flavours of Grape, Yuzu (Citrus) and Pineapple, Posca Hydrate offers a unique balance of refreshing minerality and tartness that both satisfies thirst and makes you crave another sip.
Posca Hydrate is available nationwide at major and independent convenience stores, petrol stations, QSRs, and select gyms and fitness centres in a 330ml can at RRP $6.50. It’s also available online in a 12-pack at poscahydrate.com for RRP $59.00.
To stay up to date on the latest industry headlines, sign up to the C&I e-newsletter.