Ben Sorum @Bensorum
Building FMCG brands people stick with. 20+ years in Asia, from formulation to the hospitality moments that keep them coming back. Co-founder, @drinkwilder wilder.co Joined October 2026-
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@bumpercatherine Welcome to X, Catherine. Fellow drinks founder here, building in Southeast Asia. Functional drinks are a fun category to be in right now. Good luck with the first run.
@momentumasia Same lesson in CPG. "Southeast Asia" is a slide title, not a market. Even Thailand and Singapore, two neighbours, have very different shelves, channels and rules. Indonesia is its own project, so you either commit to it fully or wait.
@aiNeoHuman Haze and a missed ballot in the same month is rough. Easy indoor miles still count, and there's always another start line. Hope the air clears soon.
@heyyvinit Goa heat is good practice for anyone racing in SEA too. Cheap sweat test before race day: weigh yourself before and after a long hot session. Each kg lost is roughly a litre of sweat, which tells you how much to plan to drink per hour.
New study of 36 elite footballers training in COOL weather: - sweat sodium ranged 21 to 49 mmol/L - outfield players averaged 1.5 L of sweat an hour - 17% lost over 2% of body mass If the gaps are this big in cool weather, imagine a Bangkok run at 6am. Hydration is personal.
2 rules reshaping SEA's drinks aisle: Thailand has taxed drinks over 6g sugar/100ml since 2017. By 2023 the Excise Dept counted 1,800+ drinks under that line, vs ~200 before. Singapore has graded packaged drinks A-D (Nutri-Grade) since Dec 2022. Low sugar is table stakes.
@mrbergmann Double-digit can growth in Asia doesn't surprise me. Cans chill fast, ship lighter than glass and suit hot-climate convenience retail. Going back 5 years only, 90% of the shelves were PET and glass bottles.
@pedalandtring Cold and wet to hot and humid is a real shock. Coming from Sweden, I know the feeling. Most heat acclimation happens over 1-2 weeks of regular exposure, so go easy on the first rides and drink more electrolytes than you think.
@securadeai Good move. One thing worth adding: on long shifts in this heat, water alone isn't the whole story. People lose sodium in sweat too, and replacing it matters after hours of heavy sweating.
@dfolusegun Agreed! And in Asia the other half is availability. If the second purchase means checking three different grocers, you've lost them. Consistent quality plus being in the fridge when they want another, that's repeat.
Launching a drink brand in Asia, the listing is the easy part. Getting on shelf takes a meeting. Staying on shelf takes rate of sale, and that takes people who've already tried you and want another. That's why we work run clubs, training communities and gyms alongside retail.
@stevemagness Couldn't agree more. Nowadays i see weekend joggers in the park going for a 5k leisure lap, loaded up with carb gel pouches 🤪
@Javizecom I’ve been in the camp of not wanting to run ads that are not “on brand”, to then realise that often the ads I hated, often performed the best. Volume is the game!
@keerthisiddeshw Pace is relative to everything happening off the road. I always say, the hardest part is getting out the door in the morning. Anyone doing that has my respect at any pace 💪
@thefounderspack Store density only works if replenishment works. Getting competitors to share trucks was a distribution decision that turned into a moat. Still one of the best case studies for anyone launching a CPG brand into Asian convenience retail 👌
@Hopeful_Rego @Anushka257 @DrinkQuenzy Trial is a marketing problem. Repeat is a product and distribution problem: does it taste as good on day 30 as on day 1, and is it in the fridge when they want another? New categories need both, and it's easy to overspend on the first.
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