articles link to it . please introduce links to this page from related articles ; try the find link tool for suggestions . december 2012 sqwincher product type sports drink sports drink owner cal & tommy howard country united states introduced 1975 markets united states canada australia new zealand & costa rica website sqwincher.com 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 . 1 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 . contents 1 history 2 products 3 references 4 external links history edit the company was founded by mack howard in 1975 . howard was motivated by the belief that gatorade ought to have an adversary . he crafted the drink based on the advice of a friend a sports trainer . the friend suggested that he make a drink with a higher composition of potassium and a lower composition of sodium . a sports aficionado howard concocted the drink sqwincher . 1 mack howard s sons cal and tommy joined the company in 1985 and 1987 respectively . in the middle of the 1990s the two brothers bought the business from their father . cal and tommy own the business . of the three men tommy is the only person who remains employed by the company . 1 sqwincher places advertisements in publications such as the periodicals occupational hazards and plant and safety maintenance . the company s agents attend about 15 trade fairs yearly to promote its products . three of the trade fairs are national safety show the industrial hygiene show and the world of concrete show . 1 one of sqwincher s distributors was hagemeyer . 2 in 2002 the company had annual sales of 10 million and was not in debt . in 2002 its drinks come in nine flavors and 13 packet sizes . 1 the company s current ceo and president is tommy howard . 1 products edit sqwincher is a scientifically formulated electrolyte replacement drink . 3 in other words the drink is formulated to replace mineral salts and replenish fluids and sugars . 1 in the 1980s sqwincher was united states football league s official drink . 1 in 1983 members of the american football team the new jersey generals drank sqwincher for their meal before each game . the generals trainer bob vann said sqwincher contains potassium and sodium supplements necessary in hot weather . 4 company president tommy howard said in a 2002 interview with the mississippi business journal that being the usfl s official drink gave the company retail exposure . he lamented however that it was a dangerous thing to do unless you have a bottomless pit of money . in the middle of that decade sqwincher had little retail success as a sports drink for several years but eventually became successful when billed as a drink for blue collar workers . 1 sqwincher s product quik stik is a small packet of sugar free powdered drink mix about the size of a three piece package of sweet tarts . during the iraq war pat reardon of beverage distributor hagemeyer north america began a fundraising campaign to buy quik stiks to give to soldiers in iraq where the temperature is frequently hot . sqwincher gave reardon a discount selling the drink at a cost of 100 per case each of which contained 1 000 servings . it also paid for the shipping of the drinks to united service organizations which would distribute them to the soldiers . 2 in the 21st century sqwincher products are retailed in the united states canada australia new zealand and costa rica . 1 references edit a b c d e f g h i j kirkland elizabeth 2002 11 11 . sqwincher a driving force in industrial drink market . mississippi business journal . archived from the original on february 23 2012 . retrieved april 24 2009 . a b baran unland denise m. august 28 2005 . support the troops they ll drink to that joliet man s program raising funds to send soldiers powdered mix . the herald news . archived from the original on february 12 2012 . retrieved february 23 2012 . harrison mark 2004 07 15 . as temperatures rise so do the health risks . times journal . archived from the original on february 23 2012 . retrieved april 24 2009 . rogers thomas 1983 06 16 . scouting ; football at 100 . the new york times . archived from the original on february 23 2012 . retrieved february 23 2012 . external links edit official website retrieved from https en.wikipedia.org w index.php title sqwincher & oldid 675867398 categories companies established in 1975sports drinkscompanies based in mississippicolumbus mississippilowndes county mississippihidden categories orphaned articles from december 2012all orphaned articles navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages add links this page was last modified on 13 august 2015 at 05 38 . text is available under the creative commons attribution sharealike license ; 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