Want to create an interactive transcript for this episode?
Podcast: That's What I Call Marketing
Episode: S5 Ep2: Building a New Category Around a 2,000-Year-Old Drink
Description: What happens when a radio comedian, a senior drinks marketer, and a 2,000-year-old Roman hydration recipe collide?In this episode of That’s What I Call Marketing, Conor Byrne sits down with Merrick Watts and Ed Stening, co-founders of Posca Hydrate — a sugar-free, hypertonic hydration drink inspired by ancient Roman Posca.Posca isn’t a nostalgia play. It’s a sugar-free, hypertonic drink inspired by a Roman solution to unsafe water — rebuilt for modern life, modern habits, and modern expectations. That means confronting everything from flavour and formulation to packaging, positioning, and retail resistance...