Wikipedia
The Sqwincher Corporation is an American sports drink company. Founded in 1975, it is headquartered in Columbus, Mississippi.
Founder Mack Howard established the company to challenge the beverage giant Gatorade. After consulting a sports trainer acquaintance, Howard concocted the drink with a higher composition of potassium and a lower composition of sodium than Gatorade. The drink was "formulated to replace mineral salts and replenish fluids and sugars".
Howard sold the company to his sons, Cal and Tommy, the latter of whom serves as the company's president and CEO. Sqwincher was initially billed as a sports drink, and sales faltered in the mid-1980s. After Sqwincher was advertised as a drink for industry workers who frequently work in hot conditions, sales surged. In the 21st century, the company sells its products in the United States, Canada, Australia, New Zealand, and Costa Rica. In 2002, the company had an annual revenue of $10 million.