SPC Global is to distribute fitness-focused sparkling beverage brand Posca Hydrate, the first product range for the Australian group’s new “premium” drinks division.
In a joint statement, the companies said the tie-up would give Posca Hydrate access to SPC Global’s “established distribution network and channel relationships, accelerating the brand’s domestic and global expansion plans”.
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Posca Hydrate co-founder Ed Stening said the partnership will boost the brand’s presence across various sales outlets in Australia, including cafés, gyms and quick-service restaurants (QSRs), along with hotels, bars, cruise lines, and stadiums.
Stening said: “Anywhere people want to be refreshed with our ancient elixir, we want to be there. SPC Global also strengthens our in-store execution, compliance, and visibility to compete head-to-head with global beverage brands to ensure consumers have a better-for-you option that tastes amazing.”
Posca Hydrate’s beverages, said to be “inspired by a recipe from ancient Rome”, offer health-conscious consumers a selection that includes options with “zero sugar, four essential electrolytes, and antioxidant-rich red wine vinegar”.
The deal is the first made through SPC’s new The Original Beverage Co. arm.
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By GlobalDataSPC Global managing director Robert Iervasi said 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”.
On selling Posca Hydrate outside Australia, Stening said the group is “well underway with plans for overseas expansion” and SPC Global will “play a key role in our expansion strategy into international markets”.
Stening refused to disclose details about Posca Hydrate’s financials but said “traction has been strong since launch in October 2024” and “we are confident in our growth trajectory and ahead of expectations”.
In October last year, Australia’s The Original Juice Company (OJC), SPC Global, and powdered milk business Nature One Dairy merged to create a newly listed SPC Global, which was listed on the ASX on 17 December.
SPC Global’s portfolio includes functional original juices and fruit waters under The Original Juice Co. brand.
In the fiscal year 2025 ending 30 June, SPC Global reported a net revenue of A$376.2m, with a net loss after tax of A$39.6m. Despite the loss, the company’s normalised EBITDA reached A$30.3m.
