AUSTRALIA. Sparkling hydration brand Posca Hydrate has secured listings at WHSmith airport locations nationwide.
Now available in 25 WHSmith outlets, Posca Hydrate’s partnership with the retailer is supported by a digital campaign rolling out across airports to raise awareness about in-flight hydration, complemented by in-store promotions.
Posca Hydrate claims to be 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.
Promoted as a travel essential, the product meets hydration needs after activity, in high-sweat moments, and to help sustain productivity throughout the journey.
Posca Hydrate Co-Founder Ed Stening said, “Most people struggle to stay properly hydrated at home – let alone mid-air. Airplane cabins are notoriously dry and kept to a low humidity.
“Particularly on long-haul flights, this can leave you feeling tired, with a headache or suffering from dry mouth and eyes. That’s where Posca Hydrate comes in – it’s the fizz to fix you before fatigue sets in.
“For health-conscious travellers, Posca Hydrate is a smarter choice – it’s made with all-natural ingredients and contains no sugar or stimulants.
“Thanks to its hypertonic formula, it delivers long-lasting hydration and helps your body hold onto essential electrolytes. Meaning you’ll feel more energised, more refreshed, and less reliant on in-flight trips to the bathroom.”
Designed for convenience on the go, Posca Hydrate comes in compact, travel-ready packaging and is free from sugar, caffeine and artificial ingredients.
Inspired by an ancient Roman recipe, Co-Founder Merrick Watts reimagined the recipe for the modern lifestyle, launching Posca Hydrate in Australia in November 2024. It’s available in grape, yuzu (citrus) and pineapple flavours. ✈
