Soft Drinks For The Rest Of Us

If sugary sodas are designed to appeal to kids, what are adults supposed to drink? If Steve Hersch has his way, they'll reach for a more mature kind of soda like his. Hersch, 37, is the founder of GuS (Grown up Soda), a new line of less-sweet but intensely flavored sodas such as Dry Valencia Orange, Dry Meyer Lemon and Extra Dry Ginger Ale. "When you grow up, your tastes change," he says. "You want drinks that are less sweet and more flavorful." And he's not the only soft-drink entrepreneur chasing this market. Tommy's Naked Sodas are all-natural beverages made with...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!