Following the completion of its $1 million capital raise, better-for-you beverage brand, Gravity Drinks Co, has appointed Greg Mitchell as CEO. Mitchell brings industry experience to the role from his tenures at Coca-Cola Amatil and Carlton United Breweries.
In its inaugural year of trade, Gravity launched its flagship Hard Seltzer range, secured a multimillion-dollar contract as the official seltzer supplier for Accor Stadiums, and ran a six-month publicity campaign, in which co-founder Mick Spencer drove along the east coast of Australia to visit more than 1500 venues and bottle shops, concluding the year with a $1 million capital raise.
Supported by industry partners, venue owners, and strategic investors, Gravity said the raise would power the brand’s growth strategies and product developments slated for the upcoming year.
Coinciding with Mitchell’s appointment, Gravity also announced its collaboration with Joy, Gravity investor and advertising agency, naming it the brands official advertising partner.
Spencer said the company had entered 2024 with momentum.
“Our recent capital raise, the appointment of Greg Mitchell as CEO, and our collaboration with Joy showcase our commitment to revolutionising the beverage industry.
“We're poised to set new benchmarks and redefine the landscape of 'better for you' beverages in Australia,” said Spencer.
The brand was launched in late 2022 by Mick Spencer and Liam Battye. Its first product, the Hard Seltzer, aimed to encourage mindful drinking, with a point of difference being that it was brewed like a beer, but with all-natural ingredients, with less than one per cent of sugar, and trees planted for every can sold.
