Greater Than unveils women‑first hydration in new 12oz Cans

Greater Than, the Louisville‑based beverage brand dedicated to women’s hydration, is stepping into a new era with the debut of sleek 12oz cans, a refined formula and a national retail rollout.

The evolution reflects one guiding belief: hydration should be designed around women’s bodies, rhythms and daily realities.

For decades, the hydration category has been built around male physiology and performance‑driven use cases. Greater Than flips that script. By listening to women – from puberty through pregnancy, postpartum, perimenopause and beyond – the brand has created a hydration approach that acknowledges hormonal shifts, digestive needs, nutrient gaps and the unique ways women experience fluid balance.

This women‑first philosophy is expressed through GoddessLand, a new creative universe that reframes hydration as a ritual of nourishment and self‑respect rather than a purely functional task.

Originally launched in 2010 as a performance drink for athletes, Greater Than’s identity shifted when women, especially nursing mothers, began using it for everyday replenishment. Their feedback reshaped the brand.

“Greater Than became what it is today because women told us what they needed, and we paid attention,” said Heather Howell, president & CEO. “This next chapter is about honoring women at every life stage with an elixir that truly supports them.”

Why Hydration needs a women‑first lens

Women’s hydration needs differ in meaningful ways. Lower total body water, lower blood and plasma volume and monthly hormonal fluctuations all influence how women feel with even modest fluid shifts. At the same time, digestive discomfort is more common among women, and nearly 90% fall short of daily fiber recommendations – gaps traditional hydration products rarely address.

An elixir rooted in nourishment

Greater Than positions its new formula not as a beverage, but as an elixir – a nod to the restorative liquids once used for healing and vitality. The updated blend includes:

• Coconut‑water‑based hydration with natural electrolytes
• Nutrients equivalent to three servings of fruits and vegetables
• Antioxidants including Vitamins A, C and E
• Four times more potassium than leading competitors
• 85% less added sugar than traditional hydration drinks
• Gentle, plant‑based fibre for digestive support
• No artificial dyes, flavours or sweeteners

The formula uses plant‑based vitamins, is third‑party lab tested and is progressing toward Non‑GMO, Kosher and Gluten‑Free certifications. Launch flavors include Strawberry Lemonade, Orange Mango, Pineapple Coconut and Grape.

“This formula is the result of years of listening, testing and refinement,” said Brianna Harris, RD, director of research, Development and Education. “We wanted clean, functional hydration that fits naturally into women’s routines.”

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