Media personality Merrick Watts scores SPC Global partnership for his drink startup Posca Hydrate

Posca Hydrate is a sparkling hydration brand co-founded by Watts after he experimented with an ancient Roman warrior’s drink called Posca during COVID lockdowns in 2021.

Under the deal with SPC Global, Posca Hydrate will gain access to SPC’s existing distribution network and relationships with the aim of accelerating the brand's expansion plans in Australia and offshore.

Posca Hydrate, which is described as Australia's first zero-sugar “sparkling hypertonic drink”, is being distributed through SPC Global’s new division known as The Original Beverage Co.

The fast-growing startup’s range is the first of many products to be included in The Original Beverage Co’s stable which will comprise premium health and wellness drinks.

“I grew up in Melbourne with SPC products as pantry staples, so this partnership feels like it's come full circle,” says Watts.

“We've always believed Posca Hydrate can become a legendary Aussie product, and teaming up with SPC, a trusted brand that's been in Australian homes for generations, gives us the firepower to make that vision a reality."

In a LinkedIn post late last year, Watts explained his journey as a beverage entrepreneur and the early beginnings of Posca Hydrate which he founded with Ed Stening, whose experience in the sector includes a stint with global beverages giant Lion. Watts says he also previously worked at Lion with Stening, a former general manager of spirits at the company.

“I was doing some deep-dive research on wine history when I came across an ancient Roman warriors' drink called Posca,” says Watts in the LinkedIn post.

“Being the history nerd that I am I was immediately fascinated. When I read about its health properties, and particularly its hydration properties, I became so curious I decided to make it myself. The first kitchen bench trails were pretty awful (to be honest) but like everything I do, I persevered.”

Watts says after lockdowns were lifted he approached professional formulators and refined the product “with a strict mandate - all natural, no sugar” which he describes as “a huge challenge” that he wasn’t willing to compromise.

“After a lengthy process I had an all-natural, sugar free hypertonic electrolyte drink with bubbles - the first of its kind in the world,” he says.

Posca Hydrate has created a small range of products comprising grape, yuzu and pineapple flavours which are marketed as “hydration that you’ll actually enjoy drinking”.

The products contain antioxidant-rich red wine vinegar to support gut health and hydration as well as four electrolytes and zero sugar.

“Merrick and I started Posca Hydrate with a bold idea – take what ancient Roman gladiators and scholars were drinking and turn it into something functional, refreshing, and genuinely better for you,” says Stening.

“For a company like SPC Global with decades of trust behind them to step in and say 'we're with you' – it's more than a partnership, it's fuel for what comes next.”

Posca Hydrate says its target market is health-conscious consumers “who don’t want to sacrifice flavour”.

SPC Global, which today posted its first full-year earnings following a three-way merger with The Original Juice Company and Nature One Dairy in October last year, also announced that Posca Hydrate would be joined by Naked Life and Eclectic Group as part of The Original Beverage Co. line-up.

“The Original Beverage Co. was part of the company’s ambitious growth strategy and aligned with changing consumer preferences for premium products which deliver real health and wellness benefits,” says SPC Global’s managing director Robert Iervasi.

“Working with Posca Hydrate, a brand created to support hydration, as well as overall health and wellbeing, shares our mission to take great-tasting, good-for-you beverages to the world.”

SPC Global posted proforma net revenue of $376.2 million for FY25 delivering normalised proforma EBITDA of $30.3 million, which was ahead of guidance.