We Love It: HOIST’s New Flavor is the (Black) Cherry on Top of Your Next Range Event

We Love It: HOIST’s New Flavor is the (Black) Cherry on Top of Your Next Range Event

The American military and its allies worldwide are credited with countless practical inventions, many of which have spilled over into the civilian world for our everyday convenience and enjoyment: The Internet, GPS satellite navigation, microwave ovens, digital cameras, bug spray—and even many of today’s firearms—are just a few among the thousands of daily use items we take for granted that were first created for our servicemen and women.   

Now we can add another product that, although not created by the military, has been benefitting our troops for some years and is now widely available to civilian consumers. It was also recently unwittingly tested by dozens of NRA Women! Created in 2009 in Cincinnati, Ohio, and made in the U.S.A., HOIST is an approved electrolyte hydration beverage supplier for the U.S. Department of Defense. (Read more here about HOIST’s evolution from an electrolyte replacer for professional athletes and, yes, even as a hangover cure, to use by today’s military members.) In short, here’s how it works: HOIST's blend of carbohydrates, electrolytes and fluids closely match the body’s natural osmolality, which means HOIST can absorb rapidly without the need for digestion. Its primary selling point is that it replenishes your body immediately while keeping you hydrated longer than water. It stands to reason that due to the unpredictable nature of the climate and environs our service members are expected to thrive during wartime, HOIST was a natural fit for the U.S. Department of Defense. 

It was during a ladies shooting event at Gunsite in 2023 when I first learned about HOIST from one of the other attendees. She had recently been introduced to the beverage and wanted to know if we’d heard about it, particularly because at Gunsite we spend many hours of the day firing thousands of rounds under the Arizona sun, reaching at regular intervals for our thermoses filled with another popular electrolyte replacer. Although I was intrigued by the idea of HOIST at the time, admittedly I had forgotten about it until it came time to plan NRA Women’s 5thAnnual Ladies Pistol Project, an event that also has women shooting all day on an outdoor range.  

Perhaps serendipity played a role, but the HOIST name came across my email a few weeks before the event, and I knew I had to offer it to my participants—50 women and a dozen or more range staff. HOIST gladly provided enough in a variety of flavors for the event. I mixed the bottles (Dragon Fruit, Peach Mango and Orange) in the cooler, then watched during our lunch break as many women reached around the plain water and carbonated beverages to grab a HOIST, then drink the entire bottle—which is the best feedback possible. We also included a HOIST powder stick in each of the women’s goodie bags to take home. Although we had an unusually chilly (45 degrees) and windy October day for the event, the HOIST was a welcome refreshment with the added benefit of keeping the women hydrated—and ultimately shooting better. I can only imagine what the feedback would be during one of the grueling summertime Gunsite events that many gunwriters attend. Hopefully we can one day find out! 

I plan to include HOIST at my future Ladies Pistol Project events, and would love to see HOIST offered at other range events like competitions where there is a lot of shooting—and waiting your turn to shoot. Have you ever had to hold your firearm in a low-ready position for an extended period? Lots of shooting—and lots of holding—means lactic acid buildup. Hydration helps to mediate that, and with a product like HOIST, hydration occurs faster. For sure I will pack some of the powder sticks to take with me to Gunsite next year, so I can be guaranteed complete hydration without having to drown myself in too much water and other less effective electrolyte replacement drinks.

Because HOIST has now expanded to the civilian market, you can buy it at many supermarkets (I found it on the shelf at my local Food Lion), but especially at select Krogers. In fact, Kroger will be the first retailer to offer the highly anticipated Black Cherry flavor starting in January. "We are ecstatic to unveil Black Cherry to our customers and the broader market," said HOIST Co-Founder and Vice President of Sales Ben Schmidt. "Our team has worked tirelessly to create a flavor that exceeds the high standards our customers have come to expect from us. Black Cherry is a testament to our ongoing commitment to innovation and excellence in the hydration beverage arena." 

Read the article here.