Australia's beverage landscape is about to welcome an entirely new category, with the national launch of Caffie Energy Water, a premium sparkling spring water with caffeine, debuting in restaurants, bars, cafés, pubs and hotels from 1 September.
Rather than replacing existing beverages, Caffie introduces a new choice for consumers and a new opportunity for venues – for the first time, guests can choose between still, sparkling or caffeinated.
Created by hospitality veteran Hugh Brown after decades owning restaurants, bars, festivals and entertainment venues, Caffie was born from a simple observation.
“Guests could order still water, sparkling water, soft drinks, coffee or an energy drink, but there wasn't a premium option that combined clean refreshment with functional energy,” Brown said.
“We weren't trying to reinvent water or replace coffee. We wanted to create a completely new category that naturally belongs on a table alongside great food or as a premium mixer, while giving consumers another choice.”
Available in two full-strength varieties – Natural and Lime – Caffie is made in Australia using sparkling Australian spring water. Each premium 350ml glass bottle contains 112mg of caffeine, zero sugar and just 2.5 calories (4 calories for the Lime variety).
Without the syrupy sweetness or heavy flavour of traditional energy drinks, Caffie delivers functional energy equivalent to one cup of strong coffee while maintaining the clean, refreshing taste of sparkling water.
Launching through hospitality venues nationwide, Caffie has been created to suit a range of drinking occasions, introducing consumers to an entirely new way to enjoy caffeine.
“We've seen premium bottled water, specialty coffee and craft beer all evolve into categories in their own right,” Brown added. “We know Energy Water is the next category to emerge.”
For hospitality operators, that means an opportunity to be among the first to introduce something genuinely new. For consumers, it means a whole new way to enjoy energy.
