Presented by PivoHub and Étiquette PDF.
Can a hydration drink become a premium product? That is the bet behind Drastic Drink, a Canadian functional hydration and recovery beverage founded by Simrit (Simmy) Sidhu in Oakville, Ontario.
The category is crowded: electrolytes, powders, sports drinks, and functional beverages compete for the same consumer. Drastic is taking a different route — putting its product in a glass bottle and positioning hydration as a premium experience rather than simply another sports drink.
Simrit (Simmy) Sidhu began developing the beverage while finishing school, initially focusing on the familiar problem of dehydration and recovery. The concept has since evolved toward a broader proposition for people who train, travel, work long days or want more from what they drink.
The product currently comes in two flavours — Mango Passionfruit and Raspberry Hibiscus — and uses vitamins, electrolytes, herbs and amino acids. The company says the drinks are shelf-stable before opening and use fruit purées without preservatives or artificial flavours.
But the interesting part may be the route to market.
Drastic has completed its first production run of 15,000 bottles, launched online, and is now looking to build its retail presence, starting with independent health retailers before approaching larger chains.
For a young beverage company, that means the usual questions: production volumes, co-packing, ingredient costs, packaging economics, shelf space and retail velocity.
The company is also betting that consumers will pay more for a product that combines function, flavour and packaging. Its founder says several years of research went into the formulation, including a year focused specifically on flavour. Before developing the drink, she also surveyed 500 buyers about dehydration symptoms and flavour preferences.
At CHFA NOW Toronto, Drastic is looking for the next step: retailers, distributors, and industry connections that can turn a first production run into a broader Canadian business.
It is a familiar challenge in today’s beverage market — having a product is one thing. Building the supply chain and distribution model around it is another.
🎙️ On this episode of Beverage + Terroir, Leonardo Calcagno speaks with Simrit (Simmy) Sidhu, founder of Drastic Drink, about functional hydration, glass packaging, formulation, co-packing and the challenge of getting a new beverage onto retail shelves.
CHFA NOW Toronto runs September 25–27 at Exhibition Place, with the conference on Friday and the trade show on Saturday and Sunday.
Baron Mag & PivoHub: New Content and Strategic Partnership
In partnership with PivoHub, Baron Mag has launched a series of interviews and articles highlighting their partners and the food industry landscape in Québec and Ontario. This series will showcase emerging food entrepreneurs and provide insights into the latest trends and best practices within the sector.
Objective: To better understand the food industry and provide data-driven insights to help businesses improve performance and efficiency.
Partnership with PivoHub
The series will also demonstrate how PivoHub can support your business through its order management and data tools, helping companies optimize operations and gain actionable insights.
Interested?
To discover PivoHub or to promote your food business, contact: [email protected]
For demos and more information: [email protected] or visit PivoHub.
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About Beverage + Terroir
As the beverage and beer industries evolve, so too does the media that covers them. For several years, we’ve been reporting on the industry outside of Quebec in English through our Baron Mag and BBQ (Business of Beer of Quebec) podcasts.
With Beverage + Terroir, we’ve expanded our coverage to encompass beer, beverages, and food, providing a comprehensive look at the entire industry and its complex interconnections. The podcast explores not only trends, innovations, and market shifts, but also the people, places, and processes that define the craft, commercial, and artisanal sectors across Canada, the USA, and beyond.
Beverage + Terroir aims to give listeners a deeper understanding of how local ingredients, regional terroir, and industry dynamics shape the drinks we enjoy — from pint to plate.