In the ever-evolving landscape of beverages, the emergence of Gee-Up is a breath of fresh air. This unique RTD, developed over years, combines triple-distilled premium vodka with electrolytes, using half the sugar of a traditional RTD drink with all the flavor. Highlighting and fulfilling the desire for flavor and the need for health-conscious choices, Gee-Up is a middle ground for those on the fence who don’t want to sacrifice taste for calories.

Gee-Up’s formulation was not created overnight; the team went through a meticulous and intensive 12-month research and development journey to get the drink to where it lands today, overcoming numerous hurdles along the way. The beverage almost never existed until a collaboration with a distinguished scientist from Texas made the team’s dream a reality. Together, they intricately blended three distinct electrolyte salts without compromising flavors, laying the groundwork for a beverage that defies conventional norms. Oscar Ledlin, CEO & one of the owners of Gee-Up, spoke on the significance of this scientific partnership: “Securing expertise from a Texas-based scientist was essential in achieving the electrolyte formulation. We tried everywhere and started to think it wasn’t possible. Without this collaboration, I don’t think our drink would meet the exceptional standard that we knew we had to reach for our product to work.”

“I openly admit to being a beer hater, and I coined the term ‘fruit beers’ in 2018 to destroy the stigma of ‘girl’s drinks’ and encourage Australian men to explore more friendly and tastier drink options,” says Troy Candy (influencer & owner), a pivotal force behind Gee-Up’s inception. His vision is echoed by this statement in Gee-Up’s unique approach, which challenges conventional norms with taste, health, and innovation, seamlessly and well thought through for new consumer trends. Troy represents his audience, so he knew exactly what they wanted, and the team created it.

Gee-Up stands as a testament to the collaboration of scientific precision, catering to the new wave of innovative products and consumer demand currently dominating in all spaces alongside liquor. Its journey from concept to market-ready product illustrates the potential of innovative thinking; its success showcases the demand for this in the beverage sector. Gee-Up is the balance between taste, health, and market viability, making it a notable player in the current contemporary beverage landscape. With Troy Candy’s vision driving its ethos, Gee-Up not only challenges the status quo but also paves the way for a future where beverages are both indulgent and health-conscious at the same time. All the fun with all the reward still intact.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

Leave a comment

Your email address will not be published. Required fields are marked *