Born in the Swamp.

Gatorade was born at the University of Florida. It solved a real problem for a specific audience in a specific environment, and became one of the most recognizable beverage brands in the world. The campus market has always created brands.

On a spring break trip to South Florida, a friend pointed out Paradise Lager, FAU's official craft beer. The category was right. But beer was not what people in our generation were buying. Seltzers were. RTDs were. Nobody had built a Florida-native RTD brand for this market.

The university RTD category is open. The NCAA cleared hard seltzer at stadiums in 2023. All 16 SEC schools now sell alcohol publicly. The demand is there, the policy is there, and the dedicated campus brand is not. That is the gap.

SwampWater is that brand.