Don’t Go To Expo West.* Why Are ‘Leisure’ Drinks Growing?

Someone has to say it: Expo West isn’t for everyone. One host makes a case on why some folks should skip the Super Bowl of CPG… while three others try to prove them wrong. We also sit down with Trevor Burns of Leisure Hydration, an emerging brand of electrolyte drinks making waves in Southern California.

Show notes:

0:25: A Better Name. Han Jones & His Scotch. Press Pass Rescinded. Killer Soda. Spicy Pod & Sauces. – The hosts recall a past edition of BevNET’s New Beverage Showdown, before Ray questions an alignment between a legacy Scotch brand and a popular, if aging, movie star. Then the sh_t hits the fan. The hosts engage in a debate about the value of some early-stage founders attending and/or exhibiting Expo West, until everyone agrees on one thing. John and Mike crack open cans of Liquid Death’s new soda-flavored sparkling waters, Ray highlights a “sacred” drink brand, Jacqui gets spicy and everything starts to feel saucy.

29:13: Interview: Trevor Burns, Head of Sales, Leisure Hydration – Launched in 2022, Leisure Hydration markets “electrolyte refreshers” that are infused with vitamins, minerals and adaptogens. Packaged in 16 oz. cans, and available in three flavors, the drinks are distributed throughout California, including at Bristol Farms, Gelsons and Erewhon stores, and also has a presence in several other parts of the U.S., including Texas and the Pacific Northwest. At a recent event hosted by Naturally San Diego, Trevor talked about Leisure Hydration’s methodical retail strategy, the impact of an adjustment to its brand name and how the company landed a big time partnership at seven major airports.

Brands in this episode: Leisure Hydration, Glenmorangie, Glonuts, Maazah, Grounded, Liquid Death, Mate Party, Sacred Bev, PODI Life, Tierra Negra, Cleveland Kitchen, Tari