The new 'Quebec Gatorade' from Maxime Talbot, Bruno Gervais and Étienne Boulay

Étienne Boulay has had great success with his alcohol-free cocktails-I don’t like the word mocktail-low in sugar and calories.

It’s worked so well that, from what I’ve been told over the past few hours, Étienne will be back with a new project in the next few days, to compete with the Gatorades, Powerades and Prime of the world.

In fact, the man behind Atypique drinks has teamed up with Bruno Gervais and Maxime Talbot to create BEHY, a 100% natural hydrating drink (sweetened with maple syrup), conceived and developed right here in Quebec.

Local athletes will be able to fill up on quality electrolytes and carbohydrates thanks to a brand-new product designed in Quebec.

I’m told that BEHY will initially target Quebec customers, but that a period of expansion outside the province is not out of the question.

Already, the drink’s name seems to be pronounced in English: Be Hy, for Be Hydrated. Let’s hope the Office québécois de la langue française doesn’t get overzealous…

Will Étienne Boulay decide – as he did in the early days ofAtypique – to team up with Panier bleu and IGA retailers?

“You ask too many questions! But here’s a photo that should please you.”