Described as Australia’s first, Caffie Energy Water is launching in the premium energy water category from 1 September.
The simplicity of the concept is arguably its greatest strength. Instead of asking guests whether they would prefer still or sparkling water, venues now have another option – caffeinated water.
It’s this development that inspired hospitality veteran, Hugh Brown, to create Caffie Energy Water.
After decades owning and operating restaurants, bars, entertainment venues and festivals, Brown recognised there was a gap on beverage menus.
“After years in hospitality, one thing became obvious. Guests could order still water, sparkling water, soft drinks, coffee or an energy drink, but there wasn’t a premium option that delivered clean refreshment with functional energy.
“We saw an opportunity to create an entirely new category in Australia that felt at home in quality restaurants, bars and cafés,” says Brown.
Caffie Energy Water offers a refreshing source of caffeine that can be enjoyed alongside a meal or any time of day. Because it doesn’t have the syrupy sweetness or strong flavour profile of a traditional energy drink, it allows venues to create sophisticated energised drinks without compromising the overall experience.
Brown believes the opportunity isn’t about replacing coffee or energy drinks, but offering guests another choice.
“Hospitality has always evolved to meet changing customer expectations.
“We’ve seen it with specialty coffee, premium bottled water and alcohol-free spirits. Caffie Energy Water is simply another option that gives venues something genuinely new and impactful to offer their guests.”
For operators, introducing a new category is about more than adding another product to the fridge. It’s about staying ahead of consumer trends and creating points of difference in an increasingly competitive market.
Every major beverage category starts with a shift in consumer behaviour. With Australians embracing functional drinks and hospitality venues constantly looking for new ways to differentiate their offering, Energy Water is well positioned to become the industry’s next big opportunity.
When the category takes hold, one familiar question will soon have a new answer:
“Still, Sparkling, or Caffeinated?”
“Imagine any mixed drink with soda will now have the ability to be energised without changing the flavour profile”
From founder, Hugh Brown
Hospitality friends,
After decades in hospo, I’ve created something I believe our industry has been missing.
For years I’ve watched guests walk into restaurants, bars and cafés and ask for something refreshing, premium and different — but the choices have always been the same:
Water; sparkling water; soft drinks; coffee; or energy drinks.
So, we created Caffie Energy Water — a premium caffeinated sparkling water designed specifically for vibrant hospitality venues.
Its tastes like carbonated sparkling spring water. The idea by itself is simple, with:
Zero sugar, only 2.5-4 calories, no syrupy energy drink taste – and 112mg of caffeine in a 350ml premium clear glass bottle.
It is a drink that can hold its own on a table alongside great food or as a premium mixer to energise any beverage. The packaging includes a half way mark so you can consistently pour two drinks out of one 350ml bottle.
Prepare for Launch
As we prepare for our national launch on 1 September, we’re looking for passionate hospitality venues – bars, restaurants, cafés, hotels and operators – that want to be among the first in the nation to introduce Caffie to their guests. From launch day, Caffie will be available through ALM, Paramount Liquor and Liquidmix.
If you believe your customers would love something new, I’d love to hear from you.
Made in Australia, let’s bring some energy back to premium hospitality.
Caffie – Australia’s First Premium Sparkling Energy Water
