Looking for a beverage that keeps your customers coming back without cutting into your current sales? Meet Phocus — the sparkling water with a kick of clean energy. We sat down with John Mittel, co-founder of Phocus, to learn what makes this drink a standout choice for restaurants, coffee shops, and grab-and-go spots.
WCW: John, what inspired you to create Phocus, and how did your background play a role in developing the product?
John Mittel: Honestly, it came out of necessity. I was in med school, needing an energy boost, but I didn’t like coffee or sugary energy drinks. One day in the library, I thought, “Why isn’t there caffeine in water?” That idea led to Phocus. I also wanted something guilt-free—no sugar, no sweeteners—and something you wouldn’t feel awkward carrying around the office. Plus, in hospitals, seeing rising rates of obesity and diabetes made me think we needed better options. Phocus has as much caffeine as a cup of coffee but without the crash, thanks to L-theanine. It was about creating a drink that people could feel good about drinking more than once a day.
WCW: Speaking of L-theanine, what makes it such a game-changer in your drinks?
John: L-theanine is an amino acid found in tea that promotes relaxation. When paired with caffeine, it smooths out the jitters and anxiety that caffeine can cause. So, you get that energy and focus without feeling wired. This combo makes Phocus easy to drink—even for people sensitive to caffeine—because it delivers a clean boost without the negatives. It’s that balance that gives Phocus its drinkability, making it possible to have more than one in a day without feeling over-caffeinated.
WCW: Why is Phocus such a great fit for restaurants and grab-and-go setups?
John: We shine in fast-casual spots, coffee shops with seating, and anywhere that sees an afternoon slump. Coffee rules the morning, but between 11 a.m. and 3 p.m., people look for something different. That’s where Phocus fits in. Customers who might not want another coffee or a sugary drink reach for Phocus instead. We’ve also noticed that locations with seating areas sell more Phocus—people working or studying want that second drink, and Phocus is perfect for that. We’ve even seen success in golf courses and country clubs where customers are looking for something refreshing and energizing without alcohol.
WCW: How does Phocus complement the trend toward healthier, non-alcoholic options in restaurants and bars?
John: Phocus is a great alternative for anyone seeking a non-alcoholic, zero-calorie option. While it isn’t typically used as a mixer in cocktails, it works perfectly in grab-and-go setups. We’ve also found success in golf courses and country clubs—especially in summer—where people want something refreshing but not alcoholic. Our core audience is typically college-educated women aged 30 to 65 and we’ve found success when Phocus in offered in locations near a fitness facility. Plus, Phocus appeals to people looking for a guilt-free, energizing drink that feels appropriate in professional or upscale environments.
WCW: Let’s talk flavors. What options do chefs and retailers have, and anything new coming soon?
John: We have seven core flavors: Blood Orange, Strawberry Kiwi, Lemon Lime—those are our top sellers—plus Grapefruit, Mixed Berry, Crisp Apple, and Peach. Taste is huge for us. If it doesn’t taste good, no one will buy it, no matter how healthy it is. We’re also planning to launch a new summer flavor soon and bring back some past favorites later this year. Seasonal flavors help keep things fresh for customers and give retailers something new to promote.
WCW: What feedback have you gotten from retailers & restaurants who stock Phocus?
John: The best feedback is that Phocus drives new sales without cannibalizing existing ones. For example, at a local coffee shop, sales data showed that kombucha buyers still bought kombucha, water drinkers still bought water, but Phocus brought in customers who otherwise wouldn’t have bought anything. It’s a value-add, not a replacement. Retailers love that it fills a gap without eating into their current offerings. We’ve even had store managers from Kroger calling us when we were out of stock because customers were buying Phocus by the case!
WCW: For chefs and restaurant owners considering adding Phocus, what would you say?
John: Phocus is a no-brainer for filling that afternoon gap. It’s perfect for customers looking for a refreshing, energizing drink that isn’t coffee or soda. Plus, the packaging looks great in a grab-and-go cooler. We’ve seen steady growth in every location where we’re placed. It’s simple: Phocus helps you sell more without hurting your existing sales. And it’s not just about sales—it’s about giving customers something they actually want but didn’t know they needed. It becomes that go-to choice for the second drink of the day.
WCW: That’s solid advice. Thanks for sharing, John!
John: Thanks for having me! I’m excited for more chefs and restaurant owners to see how Phocus can work for them.
Find these Phocus flavors at What Chefs Want:
Phocus Blood Orange Seltzer – #03604 (12 count case)
Phocus Crisp Apple Seltzer – #25958 (12 count case)
Phocus Grapefruit Seltzer – #03605 (12 count case)
Phocus Lemon Lime Seltzer – #24897 (12 count case)
Phocus Mixed Berry Seltzer – #25959 (12 count case)
Phocus Strawberry Kiwi Seltzer – #28611 (12 count case)
