Do Your Thing - A Mirth Manifesto

It says it on the can - Do Your Thing.

These are complex, heady times in beverage. Scan the ready-to-drink shelf or the bev web and you’ll see tons of trends, two of which Mirth is politely not participating in:

1. Sugar substitutes (stevia, erythritol, monk fruit, et al) so that bev tastes sweet with zero calorie claims
2. Gut health, mood, detox, focus, energy and other not-so-easily verifiable ‘functional’ claims

Why politely? As Mirth’s founder, I would like to be unequivocal about brand-on-brand shade in particular (and internet outrage in general). I oppose it. There’s too much negativity out there, too much trolling, and too much short-term junk food catharsis in the form of cheap shots, comment bile, and hate email. It’s one thing to stand for something, it’s another to drag people, products, brands through the manufactured muck for self-satisfaction.

According to the most recent 2020 census data, there are 328,239,523 people in America. The Mayo Clinic recommends 11.5 to 15.5 cups of fluids per day. We can say 13.5 as an average. If everyone in America followed the guideline, the upper bound would be 4,431,233,561 cups or 35,449,868,484 liquid ounces per day. Lots of tap water hopefully, lots of tea and coffee. 35 and a half billion ounces though, that’s a lot of sips. Stay hydrated, get refreshed, and do it any way you want. If you want to do it with pre-biotic or pro-biotic L-Theanine blended with charcoal and monk fruit then once again, do your thing.

Personally, I enjoy the taste of real, organic sugar and natural flavors. Future versions of Mirth might have no sugar, we’re still figuring it out. But I started Mirth because I don’t like drinking fake-tasting stuff, and I don’t understand or trust the health claims I see on a lot of packages. I don’t like not knowing the dose of what I’m taking, and I don’t like not knowing what a toxic amount or overdose would be. But I’m not going to complain, insult, slander anyone or worry about it too much.

There is a lot more to discuss. What are natural flavors? What makes the sugar organic? Why does Mirth contain citric acid? Stay tuned.

-Jeremy