Former Beam Suntory (now Suntory Global Spirits) Global Director for Marketing – Travel Retail Ed Stening has joined forces with renowned Australian comedian, wine commentator, and radio and television presenter Merrick Watts to launch Posca Hydrate, described as ‘the original sports drink of the ancient world’, in Australia.
Posca Hydrate is the country’s first sugar-free sparkling hypertonic drink in a can – dubbed a no-nonsense alternative to traditional sports drinks, with zero sugar, all-natural ingredients and 100% stimulant-free.
“We are confident in our hydration solution; we have reinvented the original sports drink of the ancient world, delivering unmatched hydration and health benefits to anything else that’s currently on the market,” Stening told The Moodie Davitt Report.
“Posca Hydrate is Australia’s first sugar-free hypertonic drink, and there is no doubt about the product’s ability to make an impact – sustained hydration, enhanced electrolytes as well as a host of health benefits, thanks to the alchemy of red wine vinegar.”
After its local market launch, Stening is hopeful of bringing Posca Hydrate to the travel retail channel.
“Not only is hydration vital post activity or moments of sweat, and to enhance productivity levels, it’s also essential to the overall wellbeing of travellers,” he said.
“Most people don’t stay hydrated enough at home, let alone when they are travelling or flying. As we know, air cabins, particularly on long haul flights, are kept to a low humidity point which can cause dehydration symptoms including fatigue, headaches or dry mouth and eyes. Furthermore, if you don’t stay hydrated during the longer flights, you are more likely to step off the plane and experience jet lag.
“Posca Hydrate is a better alternative for health-conscious travellers – all-natural ingredients, and sugar and stimulant-free. Via its hypertonic formulation, Posca Hydrate delivers sustained hydration and enhanced electrolyte retention. The slower absorption rate of Posca Hydrate helps passengers stay hydrated and energised during flights and arrive at their destination feeling refreshed – and without the inconvenience of more frequent than normal trips to the bathroom.”
Posca Hydrate’s hypertonic formulation is enriched with four essential electrolytes and boosted with the addition of red wine vinegar. Red wine vinegar is a rich source of antioxidants (five times more than apple cider vinegar) and offers numerous health benefits including gut health, better blood sugar regulation, reduced snacking, and supporting a healthy immune system.
The founders called Posca Hydrate a “go-to sparkling hydration sports drink for post-activity or moments of sweat – whether that’s a gym work-out, a beach day in the sun, refuelling at a music festival or a 3pm office break to battle brain fog.
“Given hydration also plays a crucial role in enhancing productivity, Posca Hydrate is your convenient companion when you need to be on your game, in a work setting or otherwise – more alert, engaged, and less likely to experience fatigue.”
The original Posca recipe dates back to ancient Rome, widely regarded at the time as the beverage of choice of soldiers and gladiators.
“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,” Watts said.
“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.
“It was during the depths of the COVID lockdown of 2021 that I 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.”
In 2021, leveraging his expertise in liquid formulations and understanding of beverage balance from his work as a wine expert, Watts created the first batch of Posca Hydrate – the original recipe reimagined for the modern lifestyle, and with bubbles.
Over the past three years, Posca Hydrate has undergone rigorous scrutiny and refinement, both in Australia and overseas, to ensure its premium taste and quality, as well as its sustained hydration and health benefits.
“Australian research suggests that around 80% of people are suffering from mild dehydration symptoms daily, whether that’s feeling thirsty, tired, or having a dry mouth,” said renowned Australian author and medic Dr Dan Pronk.
“This is where hydration sports drinks, including hypertonic formulations, can help the sustained replenishment of water, electrolytes and energy lost post-activity.
“However, where a lot of people go wrong or become confused in their search for hydration support is choosing a sports drink that’s high in sugar, or opting for an energy drink, which typically contains substantial amounts of caffeine, added sugars, additives and other stimulants. The effects of these drinks are short-lived, and they are unlikely to provide any sustained hydration or enhanced electrolyte retention.”
Posca Hydrate is available in three flavours, Grape, Yuzu (Citrus) and Pineapple, each offering a balance of refreshing minerality and tartness.
Posca Hydrate is currently available nationwide at major and independent convenience stores, petrol stations, QSRs and select gyms and fitness centres in a 330ml can at RRP A$6.50 (US$4.30).
For those who prefer online shopping, a 12-pack can be purchased at poscahydrate.com for RRPA$59.00 (US$38.70).
For more information about Posca Hydrate, visit poscahydrate.com or social media (Instagram and TikTok) – @poscahydrate. ✈
