Brian Pitzer is reluctant to call himself an inventor. Though his new product, Avitae (uh-VEE-tay), is quite inventive. It's naturally caffeinated bottled water. ÐÇ¿ÕÎÞÏÞ´«Ã½'s Kim Fox recently spoke with Pitzer recently about Avitae and where he got the idea for the product. Pitzer, president and CEO of Dublin-based Vitality Distributing. Avitae is available at all Promo West Concert venues, Hills Market and in some Kroger stores. It should be distributed nationally by the end of the year.