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LeVel Lemonade: Lemonade on a new... level

LeVeL Lemonade, an Australian beverage start-up, has embarked on an exciting journey to reshape the way the world quenches its thirst.

Founded by Chrish Graebner, LeVeL has successfully raised $650k in a recent crowdfunding campaign on the Birchal platform, floating 10 percent of the company.

The funds will contribute to expanding LeVeL’s product line, including new flavours and functional offerings. The company plans to expand from PET to aluminium packaging, fortify its marketing and sales functions, expand distribution in key accounts, ind prepare for international export.

Since its launch in 2019, the drink has found local success, generating $2m+ in annual revenues, with over 3,000 retailers nationwide and a thriving direct-to-consumer distribution channel via its online store.

Recently, LeVeL celebrated the sale of its four millionth bottle.

“Functional beverages represent the next frontier, displacing traditional soft drinks, which will slowly become obsolete as consumers seek a better balance between level of indulgent and nutritional benefits,” said Graebner.

“Australian consumers are more health-conscious since COVID, driving demand for new and innovative products like ours that are convenient and good for you. And they’re not willing to compromise on taste, which is where so many others like kombucha fall short.”

“The core of LeVeL Lemonade’s product innovation lies in our unique formulation, developed in collaboration with nutritionist partner Heidi Meyer, Master of Public Health (Nutrition), Bachelor of Health Science (Nutritional Medicine) Fellow, Royal Society for Public Health,” Graebner continued.

Australia’s functional beverage market was worth $451 million at the start of 2022. The expected growth rate is 2.8 per cent by the end of the year – a significant rise considering the market only grew 0.9 per cent in the previous five years.

To date, growth in the functional drinks space has been driven by energy drinks, which hold a 35.5 per cent share of the market.

LeVeL Lemonade is just one product within the holding company LeVel Beverages, founded in 2014, which also imports and distributes the energy drink 28 Black and the US market-leading Arizona Iced Tea.

“LeVeL Lemonade is not just another fizzy drink; it’s a movement,” Graebner said.

“Unlike traditional soft drinks and sports drinks that have dominated the market for years, LeVeL Lemonade’s success story is a testament to the growing demand for healthier and more invigorating beverage choices.”

“With the successful crowdfunding raise of $650k already completed, we are capitalizing on the fact that consumers are ready for a shift in the beverage landscape.”

Additionally, LeVeL Lemonade is proud to announce its involvement in Fitness Vending and sponsorship of the Heritage GOLF tournament. These initiatives further underscore LeVeL's commitment to promoting a healthy lifestyle and engaging with diverse communities.

02 9328 2591


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