The exclusive distributor of 28 Black energy drink, AriZona iced tea and illy-issimo iced coffee in Asia-Pacific have announced it will operate under a new trading name, Level Beverages Pty Ltd.

Previously known as Calidris28 Asia Pacific, the business was established in 2011 and later purchased by its managing director, Chrish Graebner. With a vibrant team based at Woollahra in Sydney and with Mr Graebner at the helm, the business has had a very successful past 15 months, experiencing strong growth with distribution through key wholesalers as well as supermarket and convenience channels including, but not limited to, Coles, Woolworths, Caltex, BP and also through Virgin Australia.

Mr Graebner says that, the new name reflects the company’s value proposition. “Level Beverages offers a portfolio of drinks with a balanced outlook on nutrients – a proposition on a different level to current offerings – all elevated through a premium and attractive image”.

“Consumers should be able to enjoy a natural beverage without compromising on flavour, a common flaw of other healthy alternatives. At Level Beverages we strive to supply a selection of drinks that balance natural ingredients with a superior lifestyle and image,” he said.

“Whilst 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. I am very grateful to all our customers for the support we have been given,” Mr Graebner concluded.

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