ROAR Organic repositions from sports drink to all-day hydration solution: 'We changed the entire identity of our product,' says CEO 08-Jul-2021 By Mary Ellen Shoup If you took the best of Bai, the best of Vitaminwater, and the best of Gatorade, and made it organic, you would have ROAR, says CEO Alex Galindez, who is applying a new distribution and marketing playbook to the five-year-old brand.