The co-founder of alcoholic seltzer brand Gravity Seltzer, Mick Spencer, is embarking on a six-month publicity campaign driving the east coast of Australia and visiting more than 1500 venues and bottle shops along the way.
Gravity Seltzer was founded in late 2021 by Liam Battye and Spencer, who is also chair. Its owners include fitness influencer Jenna Louise, professional surfer Cooper Chapman, eight-times world champion wakeboarder Harley Clifford, ironman Mat Poole, globally renowned freestyle motocross rider Harry Bink, a boutique marketing agency, and “industry heavyweights” from brands like Coca-Cola, Carlton United Breweries and Carlsberg beer.
Spencer said the first 18 months had been “really busy” serving customers, fulfilling demand and product development.
“Now that we have assembled a word-class team and the product has launched, it’s the perfect time to go tell more of Australia what we’re about,” he said.
co-founder Mick Spencer, his wife, and
10-month-old baby, travel the east coast
for six months.
The Explore More tour will see Spencer, his wife, and 10-month-old baby, travel the east coast in a branded, custom-designed, solar-powered, and self-sufficient converted bus, from Eden, on the New South Wales far south coast, to Cook Town in Far North Queensland – and every coastal town in between.
“Gravity Seltzer’s tagline is ‘Explore More’, so getting out there and seeing our customers and their local area, learning about their community is a perfect fit with our brand,” Spencer said.
The goal is to “turbocharge its growth and grow mass brand awareness”, visiting 1500 venues and bottleshops to meet existing customers and pitch to new ones to “help them learn about the Explore More philosophy of the brand and trial of product. Beaches, Mountain bike parks and various events will be on the list,” Spencer said.
The brand has already experienced success when it won a multimillion-dollar contract to be the official seltzer supplier for Accor Stadium at Sydney Olympic Park, CommBank Stadium at Parramatta, McDonald Jones Stadium in Newcastle, WIN Stadium and WIN Entertainment Centre in Wollongong.
“We literally sold over 20,000 cans in a few hours at some of these events over the summer. We were in the top drinks at large concerts like Harry Styles, Ed Sheeran, Red Hot Chili Peppers, Guns N' Roses, and Juicy Fest.
“Now leading into NRL season we are seeing strong sales as more customers want to explore a lighter choice. It is very inspiring for Liam and I to know more people than just our mates love the product!” Spencer said.
The company recently appointed the former head of Sales at Bentspoke Brewing, David Ward, as sales director, and Greg Mitchell, a former finance executive from Coca-Cola and CUB, as finance director.
