StrangeLove Beverage

What StrangeLove Beverage does

StrangeLove Beverage Co. is a privately held Australian premium non-alcoholic beverage company founded in 2012 in Byron Bay, with manufacturing based in Victoria (Derrimut/Preston). The company produces three core product ranges: Premium Mixers (tonics, ginger ale, bitter lemon, soda water and specialty flavors such as Salted Grapefruit and Spiced Pineapple in 180ml, 200ml cans and 540ml glass formats), Lo-Cal Sodas (Yuzu From Japan, Lime & Jalapeño, Very Mandarin, Double Ginger Beer, Cloudy Pear & Cinnamon, Lemon Squash and Passionfruit in 250ml cans, 300ml bottles and 330ml cans) and a Mineral Water line (still and sparkling water from Victoria's Macedon Ranges plus flavored sparkling waters in Peach, Yuzu, Pineapple and Tangerine). Products are formulated without artificial sweeteners or synthetic colors, with approximately 97% of ingredients sourced from Australian growers and producers.

The business operates a hybrid go-to-market combining a Shopify direct-to-consumer storefront with a Subscribe & Save subscription (10% discount, weekly to bi-monthly) and Afterpay/PayPal checkout, alongside wholesale distribution through Dan Murphy's nationwide, selected Liquorland and BWS stores, Coles Local, Independent Supermarkets and selected Woolworths locations, where 540ml glass formats are stocked. Revenue diversification is extended through branded apparel, recipe books, the StrangeLove Recipe Book 2025 and the Booze Book gifting series (Volumes 1-3) co-featuring third-party spirits such as Marionette Bitter Curacao and Cocchi Vermouth Di Torino.

The company is founder-led, bootstrapped (no disclosed funding rounds or institutional investors), and supported by content-led marketing across Instagram, Facebook, an email newsletter and a blog featuring cocktail playbooks and recipe content. It is not an AI- or technology-driven business; its differentiation rests on flavour formulation, Australian provenance, brand voice and a distinctive irreverent positioning within the craft-spirit mixer and better-for-you soft drink categories.

Name

StrangeLove Beverage

Legal name

StrangeLove Beverage Co.

Website

https://strangelove.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

StrangeLove Beverage Co. is an Australian premium non-alcoholic beverage company that produces natural-ingredient mixers, lo-cal sodas and mineral water, selling via its Shopify DTC site, subscription, and major Australian retailers including Dan Murphy's, Coles and Woolworths.

Ownership category

akta.pro rank

Product category

Premium Non-Alcoholic Beverages

NAICS

Soft Drink Manufacturing (312111), Soft Drink and Ice Manufacturing (31211), Beverage Manufacturing (3121)

SIC

Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH)

akta.pro secondary industries

Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB), Still Soft Drinks & Flavored Waters (Non-Carbonated) (AFAFABAB)

Keywords

• Premium mixers
• Low-calorie sodas
• Craft beverages
• Mineral water
• Non-alcoholic drinks

Headquarters

HQ city

Carlton North

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Online sales through company Shopify store with consumer direct purchasing, including subscription options (Subscribe & Save) offering 10% discount with recurring delivery.
2. Wholesale to Retailers: Distribution through major Australian liquor and supermarket chains including Dan Murphy's, Liquorland, BWS, Coles Local, Independent Supermarkets and Woolworths.
3. Merchandise and Apparel: Sale of branded merchandise including t-shirts ($45 AUD), sweatshirts ($70 AUD), drinking socks ($20 AUD), drinking caps ($30 AUD), recipe books and Booze Book gift packs ($65 AUD).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

StrangeLove Beverage Co. manufactures and sells Australian-made premium non-alcoholic beverages across three core lines: Premium Mixers (tonic waters, ginger ale, soda water and flavoured mixers crafted to complement craft spirits), Lo-Cal Sodas (lower-calorie, naturally flavoured carbonated drinks without artificial sweeteners), and Premium Mineral Water (still and sparkling water sourced from Victoria's Macedon Ranges with naturally occurring trace minerals). The company also offers mixed variety packs, Booze Book gift packs, branded apparel and recipe books.

Product overview

StrangeLove Beverage Co. is an Australian beverage company offering three core product ranges: Premium Mixers (natural ingredient mixers for craft spirits including Tonic No. 8, Salted Grapefruit, Coastal Tonic, Light Tonic, Bitter Lemon, Dry Ginger Ale, Spiced Pineapple, and Soda Water in 180ml/200ml/540ml formats); Lo-Cal Sodas (lower-calorie sodas without artificial sweeteners including Yuzu From Japan, Lime & Jalapeno, Very Mandarin, Double Ginger Beer, Cloudy Pear & Cinnamon, Lemon Squash, and Passionfruit in 250ml/300ml/330ml formats); and Premium Mineral Water (still and sparkling water sourced from Macedon Ranges with natural mineral profile, plus flavoured sparkling waters in Peach, Yuzu, Pineapple, and Tangerine). The portfolio also includes Mixed Packs, Booze Book gift packs, apparel, and recipe books. All products are Australian made with approximately 97% locally sourced ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Premium Mixers Australian-made natural ingredient mixers designed to elevate craft spirits without overpowering them. Includes Tonic No. 8, Salted Grapefruit, Coastal Tonic, Light Tonic, Bitter Lemon, Dry Ginger Ale, Spiced Pineapple and Soda Water in 180ml, 200ml cans and 540ml glass bottle formats. Contains 3-6g sugar per 100ml. For craft spirit enthusiasts mixing gin, tequila, rum, whiskey and other spirits.
• Lo-Cal Sodas Lower-calorie carbonated sodas crafted with less sugar and more natural flavour, with no artificial sweeteners. Range includes Yuzu From Japan, Lime & Jalapeño, Very Mandarin, Double Ginger Beer, Cloudy Pear & Cinnamon, Lemon Squash and Passionfruit. Approximately 70% less sugar than regular soft drinks (41-70 calories per serve). Available in 250ml cans, 300ml bottles and 330ml cans.
• Premium Mineral Water

Quantifiable outcome

• ~70% less sugar than regular soft drinks
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Australian Ingredient SupplierscoreOthers · 1 January 2012Approximately 97% of ingredients are sourced from Australian growers and producers. Citrus sourced from Mildura, ginger from Buderim QLD. Mineral water from Macedon Ranges. Glass packaging sourced locally in Australia.
• Japanese Yuzu SupplierscoreOthersYuzu juice and extracts sourced directly from Japan where the fruit is grown in cool, mountainous regions for its intensely aromatic citrus profile.
• Macedon Ranges Water SourcecoreOthersMineral water sourced from naturally occurring artisanal basin's of Victoria's Macedon Ranges. Water features naturally occurring trace mineral profile (Calcium, Magnesium, Sodium, Potassium, Chloride, Bicarbonate, Silica, Sulphates).
• Marionette Bitter CuracaominorStrategic or Co-development PartnerAustralian-made Marionette Bitter Curacao included in Booze Book Volume 1 gift pack for cocktail-making.
• Cocchi Vermouth Di TorinominorStrategic or Co-development PartnerItalian sweet vermouth included in Booze Book Volume 1 gift pack for Very Americano cocktail preparation.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fever-Tree Drinks: Global leader in premium mixers (tonics, gingers, sodas) listed on LSE, serving the same craft spirits occasion with similar premium positioning. Direct competitor on Australian retail shelves including Dan Murphy's, BWS and Coles.
• Q Mixers: US-based premium mixer brand with similar "less sugar, real ingredients" positioning and craft spirit pairing focus. Closely comparable in product philosophy and target consumer.
• East Imperial: Premium mixers brand established in New Zealand with craft spirit pairing ethos similar to StrangeLove's. Direct competitor in on-premise and retail premium mixer category across Australasia.
• Remedy Drinks: Australian better-for-you beverage brand (kombucha, sodas) with similar natural-ingredient, no-artificial-additives positioning and Australian supermarket distribution. Comparable domestic competitor in the health-positioned beverage category.
• Capi: Australian premium mixer brand offering tonic waters, gingers and sodas positioned alongside craft spirits. Closest like-for-like domestic competitor with similar retail distribution and flavour-led brand voice.

Regional players

• Coopers Brewery: Australia's largest independent brewery with family-owned, premium-positioned ethos similar to StrangeLove's craft brand identity. Comparable as an Australian-owned, premium-positioned beverage brand in the same retail channels, though operating in beer rather than mixers/sodas.

Broad incumbents

• Coca-Cola Europacific Partners: Global soft drink manufacturer and bottler with extensive Australian retail distribution. Represents the dominant mainstream incumbent in soft drinks whose trade spend and shelf positioning set competitive dynamics for StrangeLove's lo-cal soda range.
• SodaStream: PepsiCo-owned home carbonation platform offering flavoured sparkling waters and soda alternatives. Adjacent competitor in flavoured sparkling water category and a broader incumbent in home beverage preparation.
• Schweppes: Historic global mixer and soft drink brand (owned by Asahi) sold across all major Australian retailers including Dan Murphy's, BWS and Coles. Represents the incumbent mainstream alternative to StrangeLove's premium mixer positioning.

Emerging players

• Liquid Death: Premium water brand with irreverent, playful brand voice directly comparable to StrangeLove's positioning ("not saving lives, just saving drinks"). Similar premium pricing and DTC-plus-retail model, but in still/sparkling water rather than mixers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lovestrangelove
• Instagraminstagram.com/lovestrangelove
• LinkedInlinkedin.com/company/strangelove-beverage-co

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about StrangeLove Beverage