HOIST®, one of the fastest growing hydration beverages in the U.S., and NASCAR’s Roush Fenway Keselowski (RFK) Racing have teamed up for a multi-year partnership launching in 2024, which will see the fast-moving brand serve as the official hydration partner of RFK.
As Cincinnati-based, hydration brand Hoist looks to expand its consumer base and move into more retail locations, it is building on a foundation established with the US military, Hoist Co-founder and VP Sales Ben Schmidt and Hoist Co-founder and President Kelly Heekin told FoodNavigator-USA.
'We’re Not Desperate,” Co-founder Says, Thanks to Military Focus. Military-focused isotonic brand Hoist is on the hunt for outside investment capital to help fund a deeper and eventually wider push into traditional retail markets, according to the brand’s founders.
Having established its place within a competitive category set, hydration drink brand Hoist is looking to push its business to the next level with the introduction of a new format, additional distribution partners and, ideally, a forthcoming influx of capital.