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A flavourful Australian success story

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

Founded by Chrish Graebner, LeVeL is seeking to raise funds via the crowdfunding platform Birchal, floating 10 per cent of the company.

Expressions of interest for investors open today and remain open for the next 22 days.

Funds will go towards expanding LeVeL’s product line – flavours and functional offerings – expanding from PET to aluminum packaging, fortifying its marketing and sales functions, expanding distribution in key accounts, and preparing 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 holding company LeVel Beverages, founded in 2014 which also imports and distributes energy drink 28 Black and 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 raise we are capitalising on the fact that consumers are ready for a shift in the beverage landscape. This is our opportunity to build a healthier and tastier world, where everyone can enjoy refreshing carbonated drinks without nutritional regret.”

The Company is also considering a further raise to fuel international expansion in 2025, and it anticipates offering dividend disbursements from 2025 onwards.

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