Gist Backgrounder

Gist Backgrounder

Gist fosters positive gut-brain connections through a range of product offerings that cultivate a welcoming space where everyone is invited to come as they are, celebrating their innate goodness. A thoughtfully created prebiotic sparkling beverage, Gist is brewed with only five organically certified botanical ingredients. 

Created with plants, not extracts, Gist is redefining what it means to be a clean beverage.

Gist is a woman-run business, founded in 2020 in Viroqua, Wisc. by Lizzy Haucke. Lizzy has embraced a “clean” lifestyle for decades and approaches Gist as she does her own life: with intention and a “come as you are” philosophy. As an entrepreneur, mom, dancer and Pilates practitioner, Lizzy wanted a go-to beverage that aligned with her values, while positively impacting her body and everyday life. 

As Haucke explored drink options, she was disappointed by the ingredient list of so-called “clean” beverages. They were full of ingredients she didn’t want her or her family consuming. So, she started cold-brewing different herb combinations in her home kitchen to find the right flavor and ingredient combinations. Gist is the product of that experimentation. It’s not only clean, but also approachable, meeting people wherever they are on their well-being journey.

Haucke is partnering with Idea Fund of La Crosse to launch the Gist product line. The Idea Fund, based in La Crosse, Wisc., is a seed stage venture capital fund established in 2016 to invest in pre-revenue and early stage revenue startup companies. The fund targets startups based in Western Wisconsin, but can invest statewide, and seeks to support portfolio company growth through exit. The Idea Fund has $13mm under management, with investments from 28 limited partners and 11 portfolio companies.

For more about Gist, please visit or follow on Instagram, Facebook and Pinterest at @drinkgist.