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Cincinnati, Ohio—October 29, 2009—Hoist, a hydration recovery drink, is being launched today by four Cincinnati entrepreneurs. The drink targets young professionals and bar patrons in the Cincinnati area and is one of the first products in the growing category of recovery drinks.

Hoist was created with one thought in mind: rapid rehydration.  Hoist is designed to help you feel better faster after a night of alcohol consumption, providing hydration at the moment when you need it most. As dehydration is one of the leading causes of hangovers, Hoist can be used before, during or after an evening of drinking to fight off dehydration.

According to Hoist President Kelly Heekin, ”Hoist is a new option for Cincinnatians who love to work hard yet still enjoy an active social life.  People who want to go out and have a good time, but realize they have to perform the next day, can benefit from this drink.”

Created and Tested in Cincinnati

Cincinnati will serve as a test market for this new product prior to a regional rollout. Kelly Heekin, Brett Heekin, Ben Schmidt and Jim Price came up with the idea more than 10 years ago. A mutual friend playing in the NFL was traded to four teams in just two years. He noted that most of the players on those teams drank a children’s electrolyte beverage to stay hydrated.  The NFL player also noted that this drink worked pretty well as a hangover helper.  After testing this theory themselves, the four realized the benefits of staying hydrated both during and after drinking alcohol.

Hoist will be sold in bars in Clifton, Downtown Cincinnati, Hyde Park, Mt Adams, Mt Lookout, Oakley, O’bryonville and Northern KY.  Eventually the Hoist team will look into larger outlets such as convenience stores and grocery stores, but initial goals are to build awareness and demand by focusing on the on-premise accounts.

An initial run of 200,000, 12oz cans of Hoist are being distributed locally as a very aggressive marketing plan rolls out over the next five months. Jim Price VP of Marketing said, “Be on the lookout for our branded ‘Mino’ car with a giant blue Hoist can and built-in coolers in the back – it will catch your attention (http://drinkhoist.com/mino). Product sampling will allow Hoist to speak for itself and we’ll give our target customer plenty of social media tools to help them spread the word online. We now live in a marketing world where two-way conversation is the best way to talk to consumers and we have that opportunity with this product.”

A soft launch is already creating buzz after a launch party for 150 of Cincinnati’s most influential. Hoist is also going to be integrated into multiple events heading up to the holidays.

About Hoist
Hoist offers 12 very fluid ounces of pure hydration to help you feel better faster – after a night of alcohol consumption. Visit www.drinkhoist.com to learn more and be sure to follow the Hoist “Mino” on Twitter (twitter.com/hoist_mino).

Media Contact:

Jim Price

513.236.4101

Jim @ drinkhoist.com