CAPI has expanded their partnership with Orora to launch their new zero-alcohol Free Førm range, inspired by iconic cocktails and crafted in consultation with real bartenders. Using only natural ingredients, Free Førm has launched with three new flavours; Australian Spritz, Low Sugar Margarita, and Craft G&T.
Packaged in Orora's 250ml Slimline cans, the new range continues the strong collaboration between the two brands, promoting Australian-made glass and cans. The zero-alc range provides consumers with alternative to current non-alc RTD offerings, promising the complexity and depth of mature flavour profiles.
We asked CAPI Innovation Director, Thurman Wise, to tell us more about the inspiration behind Free Førm:
"The key f
or us was starting with the creation of a great drink, rather than figuring out how to remove alcohol from an existing one. Our goal was to craft something that people would love, even if it wasn't labelled ‘zero alcohol’. We focused on flavour and natural ingredients first, ensuring we could achieve the same exceptional taste without adding any alcohol.”
"We’ve been humbled by such a positive response to Free Førm, in particular to the taste of the product. Many have commented on the flavour profile and just how delicious the drinks are. It’s been wonderful to hear.”
Building on a sustainable partnership
CAPI and Orora Glass began their journey in 2021, with CAPI becoming one of the first Australian made bottled water manufacturers to move away from imported glass bottles.
Fast forward to November 2023, when CAPI met with the Orora Cans team to further expand their product formats, to kick off the ‘CAPI Creations’ Free Førm project.
CAPI chose aluminium cans to package Free Førm to further solidify their sustainability credentials, making both their glass and cans packaging infinitely recyclable!
For Free Førm, we wanted to still honour our commitment to sustainability and consumer experience, but also open ourselves up to new opportunities with a lighter format,” said Wise.
This decision to introduce aluminium can packaging opens up new channels and venues for CAPI (festivals, cinemas, travel) as well as new size formats, complementing the Orora glass packaging they love for their main product range.
This was a great opportunity for us to test alternative packaging for CAPI products. We see a huge opportunity in this space and we’re excited to test this with an entirely new brand and product offering, allowing us to be flexible in terms of new design style and product.”
Congratulations to the CAPI team for their successful launch of the Free Førm range, and the Orora team for building a truly sustainable partnership with our customer. Find Free Førm at your local Coles Supermarket!
CAPI & the DCE
“The DCE were excited to bring this project to life, it was a great opportunity to work closely with a leading brand on their first Orora cans execution. Thurman and the CAPI Innovation team visited the DCE to review colour options and the team were able to quickly produce sample cans and present these back to CAPI for a quick approval. To be able to review finished cans was a highlight of the approval process and very much appreciated by the CAPI Innovation team.” – Andrew Morwood, Decoration Centre of Excellence
About CAPI
CAPI are an Australian family-owned beverage company based in Melbourne and produce their products in the Victorian Highlands. They believe in keeping it local and sustainable; using Orora made Australian glass to bottle their mineral water, mixers, and sodas water ranges.
Read more about CAPI and Orora’s sustainable partnership here.
