Vitality Distributing in Dublin Ohio has Brian Pitzer to thank for its beginnings. As founder and CEO of Vitality Distributing, Pitzer tells tales of his wild college days at Ohio State University where he used to mix caffeine pills with Gatorade. He eventually graduated to crushing the caffeine pills into water so he could enjoy a non-caloric energy drink; unfortunately this tasted awful and looked even worse.
And then came the “Ah-Ha” moment.
From there, he worked to create a non-caloric caffeinated water that tastes just like water. In April of 2009, Vitality Distributing launched its’ first product: Avitae Caffeinated Water.