Merrick Watts has officially launched Posca Hydrate, a sports drink inspired by an ancient Roman hydration beverage. The debut took place at the premiere of ‘Gladiator,’ perfectly aligning with the drink’s historical roots.
The concept for Posca Hydrate emerged during the COVID-19 lockdown, when Watts, a self-proclaimed history buff, stumbled upon the story of Posca, a drink favoured by Roman warriors for its hydration properties. Intrigued, he began experimenting with recipes at home, facing several challenges before deciding to collaborate with professional formulators.
“I was determined to create an all-natural, sugar-free drink, which proved to be a significant challenge,” Watts shared. After extensive refinement, he developed a hypertonic electrolyte drink with bubbles — making it the first of its kind in the world.
Recognising the potential, Watts reached out to Ed Stening, a former colleague at Lion, who became Posca Hydrate’s co-founder and CEO. Stening helped assemble a team of industry experts who identified a market gap for a refreshing, all-natural sports drink. The founding team includes ex-Lion creative director Mick Boston, as well as Hazel Kitson, Almin Azeem, Chris Adams, and Tom Bills, each bringing their unique skills to the venture.
Stening told Mediaweek, “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 relatively 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’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,” he added.
Danielle Collins, now the digital marketing manager of Post Hydrate, wrote on LinkedIn, “When I first heard the story behind Posca, I knew I had to be part of it. So much so that I asked for a job— and they gave me one!” She added that Posca Hydrate stands as a true challenger to traditional sports drinks, highlighting its zero sugar, all-natural ingredients, and lack of artificial additives.
The advisory board features notable industry figures, including Thinkerbell co-founder Adam Ferrier and Lion’s chief growth and commercial officer Anubha Sahasrabuddhe.
Posca Hydrate will hit shelves across Australia this month, available in convenience stores, gyms, and quick-service restaurants.