Beverage company takes on new level approach

Beverage sales and distribution company Calidris 28, known for its range of premium brands – including 28 Black energy drink, Sol Mate, AriZona and illy issimo in the Asia Pacific markets – is now trading as Level Beverages. 

Calidris 28 was established in 2010. In 2013 Managing Director Chris Graebner bought the Asia Pacific business, successfully growing the operation.

Under the new Level Beverages name, the company will continue to exclusively import and distribute 28 Black natural energy drink, AriZona Iced tea and illy-issimo iced coffee to the region.

“At Level Beverages, we are searching for products that offer something different, a more natural proposition with a balanced outlook on nutrients all elevated through a premium and attractive image – a proposition on a different level to current offerings,” Mr Graebner said. “We strive to supply a selection of drinks that balance natural ingredients with a superior lifestyle and image.”

In 2014, Level Beverages’ product lines experienced strong growth, with distribution through key wholesalers as well as supermarket and convenience channels, including Coles, Woolworths, Caltex and BP.

“While it is obviously a very challenging environment, especially with the recent slipping of the Australian dollar, it is quite humbling how positively our venture is received, once it is understood to be a real start-up,” Mr Graebner said. “I am very grateful to all our customers for the support we have been given.”

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