StrangeLove Beverage
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.
- Company typePrivate
- Founded2012
- HeadquartersCarlton North, Australia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
StrangeLove Beverage firmographics
Firmographics- 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
StrangeLove Beverage industry classification
Industry- 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
Where StrangeLove Beverage is headquartered
LocationHeadquarters
- HQ city
- Carlton North
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
StrangeLove Beverage business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- 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.
- Wholesale to Retailers: Distribution through major Australian liquor and supermarket chains including Dan Murphy's, Liquorland, BWS, Coles Local, Independent Supermarkets and Woolworths.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium Mixers (180ml bottles) |
| Unit Pricing | Pay-as-you-go | Lo-Cal Sodas (300-330ml bottles/cans) |
| Unit Pricing | Pay-as-you-go | Mineral Water (330-350ml bottles/cans) |
| Unit Pricing | Pay-as-you-go | Mixed Packs |
| Unit Pricing | Pay-as-you-go | Gifting and Merchandise |
| Subscription | Monthly | Subscription (Subscribe & Save) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
StrangeLove Beverage product offering
Product offeringCore 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
Companies that use StrangeLove Beverage
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
StrangeLove Beverage technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
StrangeLove Beverage partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Australian Ingredient SupplierscoreApproximately 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 SupplierscoreYuzu 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 SourcecoreMineral 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 CuracaominorAustralian-made Marionette Bitter Curacao included in Booze Book Volume 1 gift pack for cocktail-making.
- Cocchi Vermouth Di TorinominorItalian sweet vermouth included in Booze Book Volume 1 gift pack for Very Americano cocktail preparation.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
StrangeLove Beverage competitors and assessment
Company assessmentDirect 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
StrangeLove Beverage social profiles
Digital presenceStrangeLove Beverage financial estimates
Financial estimateRevenue estimate
Valuation estimate
StrangeLove Beverage leadership team
Management profileNumber of profiles
StrangeLove Beverage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
StrangeLove Beverage M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about StrangeLove Beverage
What does StrangeLove Beverage do?
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.
Is StrangeLove Beverage a public or private company?
StrangeLove Beverage is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was StrangeLove Beverage founded?
StrangeLove Beverage was founded in 2012. It employs 1 to 10 people.
Where is StrangeLove Beverage based?
StrangeLove Beverage is headquartered in Carlton North, Australia, in the Oceania region.
How does StrangeLove Beverage make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale to Retailers and merchandise and Apparel.
Who are StrangeLove Beverage's main competitors?
Direct peers on record are Fever-Tree Drinks, Q Mixers, East Imperial, Remedy Drinks and Capi. Coopers Brewery is listed as a regional player. Broad incumbents are Coca-Cola Europacific Partners, SodaStream and Schweppes. Liquid Death is listed as an emerging player.
Does StrangeLove Beverage have an API?
No public API is recorded for StrangeLove Beverage.
What industry is StrangeLove Beverage in?
StrangeLove Beverage's product category is Premium Non-Alcoholic Beverages. Its primary akta.pro industry code is CRADAIAH, Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic), with a secondary code of CRADAHAB, Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks). Its NAICS code is 312111 and its SIC code is 2080.