Hoist

Product Type:Juice: Coconut Water and Juice; Container: 12 oz can
BevNET Review: Hoist is a rehydration beverage targeting (according to the front of the can) consumers who plan on drinking and will, more than likely, end up dehydrated the next day. For their freshmen effort they’ve created a non-carbonated apple flavored formula enhanced with more electrolytes than your typical sports drink. Each can has 90 calories and 22g of sugar, as well as 120mg of potassium, 380mg of sodium, and 8 percent RDA of phosphorous. It’s not a bad tasting drink, but the apple style flavor doesn’t seem like the best choice for the target demographic, especially since it’s reminiscent of a kids’ drink. Otherwise, it’s certainly a thirst quenching product, thanks to the added electrolytes. However, with other rehydration and recovery products (such as coconut water and Code Blue) offering more to their formulations, we wonder if Hoist shouldn’t have a bit more to their own functional formula. On the exterior, you’ve got a brand that looks and feels very much like an energy drink. One easy fix to this would be to move the phrase “rapid rehydration” to the front in place of the more ambiguous “feel better faster” text. Lastly, there’s the treatment of the brand name “Hoist”, which, in the absence of some sort of tag line on the front of the can, fails to get us excited or understand what the product is. Overall, the product is conceptually a good idea, but the execution of what’s inside the can and how it’s visually presented on the outside are in need of some work. Reviewed on: 12/17/2009