Posca Hydrate – the original sports drink of the ancient world – has launched Down Under, reinvented by previous SAS Australia winner and media personality Merrick Watts and former Lion marketing boss, Cairns Crocodiles and B&T Awards judge Ed Stening to hydrate modern-day warriors and health-conscious consumers.
Designed to hydrate modern-day warriors and health-conscious consumers, Posca Hydrate is Australia’s FIRST sugar-free sparkling hypertonic drink in a can – a no-nonsense alternative to traditional sports drinks, with ZERO sugar, all-natural ingredients and 100% stimulant-free.
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, delivering sustained hydration and enhanced electrolyte retention through its hypertonic formulation. The recipe is enriched with four essential electrolytes and boosted with the addition of red wine vinegar – 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.
“Posca Hydrate was born as a solution to the problem that we are currently seeing in the Australian market – there is no sports drink that isn’t full of sh*t. While we know this is a bold statement from a new market player, we are also 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. 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,” Stening said.
“Posca Hydrate’s launch campaign into the Australian channel is bold, innovative and representative of our ‘no regrets’ brand ethos. Spearheaded by Posca Hydrate co-founder and media personality Merrick Watts, we aim to take the category to new heights and bring new consumers to the world of no-nonsense hydration sports drinks.
“We know consumers are actively seeking out hydration solutions that not only quench their thirst but also align with their health and wellness goals. They demand convenience, functionality, the right balance of electrolytes and natural ingredients to enhance their hydration experience. With Posca Hydrate, consumers finally have a drink that ticks all the boxes and actually delivers on taste. It only took 2,000 years!
“We are fortunate to have a product with a real story and history. Posca Hydrate is the original sports drink of the ancient world, reinvented for today’s consumer and with bubbles,” said Watts.
“Over the past ten years or so, 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.
“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.
“Now, with the addition of bubbles, Posca Hydrate delivers sustained hydration and enhanced electrolyte retention via its hypertonic formulation, enriched with four essential electrolytes and boosted with red wine vinegar.”
The launch of POSCA Hydrate is supported by a through-the-line campaign across PR, digital/social, out of home and retail, with each channel playing an important role in amplifying the brand’s key launch messages – Posca Hydrate is the original sports drink of gladiators, Australia’s FIRST sugar-free sparkling hypertonic drink in a can and importantly, 100% sh*t free.
Also joining the Posca Hydrate team is Mick Boston, ex Creative Director at Lion. As a seasoned design leader, Mick brings over 20 years’ experience to his role with Posca Hydrate as Creative Director and is the mastermind behind the brand’s distinct and bold ‘no regrets’ ethos and creative territory.
Dani Collins (ex-senior strategist at AFFINTY) has also come on board with the Posca Hydrate team as Digital Marketing Manager.
