Celebrity spirits are 10 a penny nowadays. Celebrity wines are commonplace.
But how about celebrity canned hydrating drinks?
Comedian and wine lover Merrick Watts is putting his weight behind Posca Hydrate - a sports drink that he has just launched in Australia.
The blurb tells me Posca Hydrate has been "reinvented by Merrick Watts to hydrate modern-day warriors and health-conscious consumers".
I'm assured that "combining ancient wisdom with modern science", Posca Hydrate is Australia’s first sugar-free sparkling hypertonic drink in a can – an alternative to traditional sports drinks, with zero sugar, all-natural ingredients and 100% stimulant-free.
Posca Hydrate apparently has a hypertonic formulation, enriched with four essential electrolytes and boosted with the addition of red wine vinegar, a rich source of antioxidants.
The original Posca recipe dates back to ancient Rome, and was widely regarded at the time as the beverage of choice of soldiers and gladiators.
“Over the past 10 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," co-founder Watts says.
"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 wine knowledge, Watts created his first batch of Posca Hydrate.
Available in three flavours: grape, yuzu and pineapple, Posca Hydrate is available nationwide at major and independent convenience stores, petrol stations and other outlets. A 330ml can costs an RRP of $6.50, or a 12-pack can be purchased at poscahydrate.com for RRP $59 or on Amazon.
I'll let you know when I've tasted some.
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