1300CAPISODA

Australia, meet CAPI

MEET
CAPI

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.

… keep scrolling for the rest of the story.

IMG_0488 2.JPG

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.

 

CAPI REPRESENTS



Bullshit tastes bad. It’s bad in drinks and it’s bad in marketing. We are staunchly bullshit free, which means free of all artificial colours, flavours and preservatives. We only use natural ingredients and stay transparent in all aspects of our business including how we market and sell our products. Refreshing, huh!

Bullshit tastes bad. It’s bad in drinks and it’s bad in marketing. We are staunchly bullshit free, which means free of all artificial colours, flavours and preservatives. We only use natural ingredients and stay transparent in all aspects of our business including how we market and sell our products. Refreshing, huh!

What’s the point if not for a good time! Our drinks are best consumed in good time locations and often lead to even better times… so it’s just as well we like a party.

What’s the point if not for a good time! Our drinks are best consumed in good time locations and often lead to even better times… so it’s just as well we like a party.

“Another drink?” “Yes.” We say yes to the hard stuff, the absurd stuff, the extra mile and always yes to “more”. It’s a work hard, play hard policy that forces us to push and find solutions.

“Another drink?” “Yes.”
We say yes to the hard stuff, the absurd stuff, the extra mile and always yes to “more”. It’s a work hard, play hard policy that forces us to push and find solutions.

This land of plenty has some of the world’s best water. With a thirst for local, CAPI is proudly Australian owned and made in the Central Highlands of Victoria. So really, we’re made by Australia.

This land of plenty has some of the world’s best water. With a thirst for local, CAPI is proudly Australian owned and made in the Central Highlands of Victoria. So really, we’re made by Australia.

We keep high standards at CAPI. From seeking the best possible ingredients and delivering the best possible service, to surrounding ourselves with the best company and ideas; it’s safe to say we’re not fans of mediocrity.

We keep high standards at CAPI. From seeking the best possible ingredients and delivering the best possible service, to surrounding ourselves with the best company and ideas; it’s safe to say we’re not fans of mediocrity.

We host well and make every pour a generous one. Born from a lifetime in hospitality, we are full of time and knowledge for the industry. We’ve had a few fuck ups along the way, so we’ve got good stories and learnings to share too.

We host well and make every pour a generous one. Born from a lifetime in hospitality, we are full of time and knowledge for the industry. We’ve had a few fuck ups along the way, so we’ve got good stories and learnings to share too.

CapiWarehouse-026.jpg

CAPI HQ


Windsor, Melbourne.

“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

 
RangeAtAGlance_Combined_additionalheightandwhite.jpg

THE CAPI RANGE

.

MINERAL WATERS   We source our Mineral Water just 50 minutes from Melbourne in the Central Highlands of Victoria in Australia. Every drop filters through mineral-rich rock formations deep underground to capture the unique and smooth mineral taste at it’s best.

MINERAL WATERS

We source our Mineral Water just 50 minutes from Melbourne in the Central Highlands of Victoria in Australia. Every drop filters through mineral-rich rock formations deep underground to capture the unique and smooth mineral taste at it’s best.

INFUSED MINERAL WATERS   We created two refreshing infused waters which are delicately flavoured with 100% natural extracts. With our iconic sparkling mineral water as their base, they can be enjoyed on their own or as a mixer for a truly refreshing experience without any calories or sweeteners.

INFUSED MINERAL WATERS

We created two refreshing infused waters which are delicately flavoured with 100% natural extracts. With our iconic sparkling mineral water as their base, they can be enjoyed on their own or as a mixer for a truly refreshing experience without any calories or sweeteners.

TONICS   In a world of so many gins, it only felt right to create a suite of tonics that could rise to the occasion. The nuances across our Tonic and Dry Tonic come through with varying sugar profiles, while our Native Tonic is based on the Dry Tonic profile with the addition of Australian botanicals which lightly season a gin and tonic.

TONICS

In a world of so many gins, it only felt right to create a suite of tonics that could rise to the occasion. The nuances across our Tonic and Dry Tonic come through with varying sugar profiles, while our Native Tonic is based on the Dry Tonic profile with the addition of Australian botanicals which lightly season a gin and tonic.

FRUITS   Our Fruit Soda range has a drink for all occasions, boozy or not! With unique flavour profiles that set them aside from your average soft drink, it’s easy to make your favourite highball or simply add a straw and serve.

FRUITS

Our Fruit Soda range has a drink for all occasions, boozy or not! With unique flavour profiles that set them aside from your average soft drink, it’s easy to make your favourite highball or simply add a straw and serve.

SPICYS   Our spicy set is designed for those that like a kick. We use Australia’s juiciest ginger to deliver the heat along with the bringer of spice, capsicum. They are thirst quenching on their own, refreshing when mixed with light spirits, or a winter cure when mixed with dark spirits.

SPICYS

Our spicy set is designed for those that like a kick. We use Australia’s juiciest ginger to deliver the heat along with the bringer of spice, capsicum. They are thirst quenching on their own, refreshing when mixed with light spirits, or a winter cure when mixed with dark spirits.

CLASSICS   We’ve created our classic mixers to be pure and clean, allowing the true taste profile of spirits to be the hero and deliver the best possible finished drink. Whilst we love to play with flavour, this range is all about staying tried and tested without the preservatives.

CLASSICS

We’ve created our classic mixers to be pure and clean, allowing the true taste profile of spirits to be the hero and deliver the best possible finished drink. Whilst we love to play with flavour, this range is all about staying tried and tested without the preservatives.

 
Kyneton Bottling Plant Web-2.jpg

BOTTLED AT


THE SOURCE

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.

 

SPOTTED

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!

CapiBreakfast_116.JPG
CAPI_Instascroll.gif

CAPI COMMUNITY

We primarily connect with our community through social media. As a visual brand we present new recipes, events, collaborations and our venues in a playful way, alongside brand news and behind the scenes inner workings of whats on at CAPI HQ.

INSTAGRAM
FACEBOOK
LINKEDIN

ACTIVATIONS

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.

SPIRIT PARTNERSHIPS

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.

 

MAJOR EVENTS

 

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.

D007754-R1-11-15A_LoRes.jpg

CHN<->MEL

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_MGCMasterClass_20180404_K7A1951-1_LoRes.jpg

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.

 

CONTACT US

sales@capi.com.au