The CAPI brand was born from a simple idea to produce clean, natural carbonated refreshments. In a world full of mass-production, CAPI wanted to defy the norm through its craftmanship, quality ingredients and outstanding drinks.
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FOUNDED IN 2012
BY PITZY FOLK
With his 40+ years of experience in hospitality, Pitzy Folk identified the need for clean, naturally carbonated beverages using only premium ingredients and water locally sourced.
Pitzy has worked as a restauranteur and a hotelier, owning multiple successful businesses. Most recently Pitzy founded Map coffee in 2002, which was acquired a short 12 years later by global conglomerate, Tata.
As the founder of CAPI, Pitzy has yet again grown a business from humble beginnings to the recognised brand it is today. In addition to CAPI, Pitzy is also an investor in YUME, Lucy Folk Jewellery, Fluff, Pezzo with Guy Grossi and two tech companies Vortilla and Drawboard.
“Pitzy Folk has built a workplace that reflects his winning approach to business. The layout puts a premium on staff wellbeing and offers a refreshingly casual atmosphere to visiting clients. ….[the] choice of furnishings proves the long-lasting benefits of buying into high-quality craftsmanship; many of the pieces are made to last decades and offer a level of comfort that is sure to positively impact productivity.
An ample provision of private and communal space ensures that staff are able to work in isolation or swap ideas with colleagues. The complex’s many socialising areas are particularly clever, although the bar on the basement level feels under-utilised. It’s easy to imagine the blue-resin floor filled with punters if the space was open to the public on a regular basis.”
HQ Audit, Monocle Magazine
Issue 116, October 2018
THE CAPI RANGE
Our Mineral Water is sourced just 50 minutes from Melbourne in the Central Highlands of Victoria. This area has around 100 natural mineral springs, each having unique mineral properties.
Every drop of our Mineral Water filters through mineral-rich rock formations deep underground to capture the unique and smooth mineral taste at its best. The natural carbonation in the sparkling mineral water further adds a light effervescence and delicacy to the water.
We keep good company, so are proud to see CAPI being served at the places we love to eat and drink. We are stocked at premium retail outlets as well as bars, restaurants, clubs, hotels and spas in over 12 countries.
BRINGING CAPI TO LIFE
SIMPLE DRINKS, DONE WELL
Our mixers and fruit sodas have been carefully balanced in flavour, meaning they can quite simply be mixed with any single spirit to deliver a complex and delicious cocktail.
We refer to a simple two part drink with a garnish as a highball… watch the video for a few winning combinations.
IN BOTTLE COCKTAILS
Simply pour out 30ml of a CAPI mixer, add 30ml of your preferred spirit & finish with a straw and garnish for an instant cocktail without the need for glassware and washing up!
We love a party! And we are pretty good at putting them together too. Here are a few ideas on how we bring events to life:
Cocktail, mocktail and highball recipes co-created with spirit partners.
Recipes designed for both CAPI in-bottle cocktails or served in glassware.
The CAPI cart pop up bar.
Trade marketing consumables such as branded glassware, jiggers, straws, coasters, shirts.
It takes two to tango so we love to work closely with the spirits that make our drinks shine.
This has come to life by celebrating spirit partnerships with recipe ideation, promotional packs, bundled deals in retail, co-hosting masterclasses and collaborating on seasonal content.
We aim to be friends with everyone, from big boys like Pernod Ricard, Campari, Brown Foreman, through to small craft and artisan spirit brands.
INFUSED MINERAL WATER LAUNCH BREAKFAST
The ‘better for you’ trend has transcended its hashtag to become an aspirational way of life. This was the topic of choice at the launch breakfast for our infused waters. Discussions ranged from product provenance to balance in work and diet while 20 of Australia’s leaders and influencers in this space munched on acai bowls and summer fruit platters at CAPI HQ.
In typical CAPI style, we like to flip things on their head and shake up a business model. Our brand values and DNA are what get us out of bed every day. Whilst we travel to China often, something in our export strategy was missing. Melbourne is such a big part of who we are and we’re always working with partner brands to build value.
This led to the conceptualisation of a unique and exciting three-day program where we hosted 12 of China’s best hospitality experts to experience the best of Victoria. CAPI’s CEO, Emma Evans, is driving our international expansion to China and earlier this year hand-delivered invitations to our 12 esteemed guests.
In the first week of September the CAPI China Melbourne tour kicked off. Our guests were immersed into everything from Melbourne’s thriving coffee culture, to craft local spirits and Melbourne’s best restaurants and bars. More importantly, the immersion created a forum to better exchange ideas, foster innovation and build partnerships amongst China’s best with Melbourne’s best.
NATIVE TONIC LAUNCH &
PINK LAKE SALT HARVESTING
To launch our Native Tonic, we flew a crew of 12 media and industry leaders on helicopters to land at the pink salt lake in Central Victoria. Everyone was able to harvest the salt straight from the lake before lunch was served on a long table in the centre of the lake.
We wrapped up the day at the Mount Zero olive grove to have CAPI gin & tonics with our new Native Tonic. Paired with Melbourne Gin Co and Four Pillars Gin and garnished with finger limes, it was a G&T like no other.
CAPI SUMMER STORE AT QUEEN VICTORIA MARKET
We like to sit alongside fresh Australian produce, so it was only fitting to open a summer pop up at our local Queen Victoria Market. For 6 months this was a home for masterclasses, weekend cocktails and product immersion through education and sampling.