Pop open the bubbles: Gravity Seltzer’s journey from concept to Coles success story

Gravity Seltzer’s refreshing take on the ready-to-drink (RTD) market is proving to be a hit with responsible drinkers.  Co-founder Mick Spencer takes Kochie’s Business Builders (KBB) behind the scenes of its recent success.

Entrepreneurship came early to Mick Spencer. He was just 21 when he founded On The Go (OTG), a team sports apparel company that he left university to develop. The business quickly sparked interest from investors – even a few Sharks came sniffing around – and at its height, it employed over 70 staff, who worked at creating custom uniforms for teams across Australia. But it wasn’t all smooth sailing. OTG hit a bumpy patch during lockdowns when team sports were cancelled nationwide. The business was even put into administration, but Spencer says, “We managed to steer the ship and get through it. It is still running today.”

Yet, from adversity can come great learnings, and Spencer says he knew he was hungry for another challenge.

“I had a lot of time to consider what was next, and I started thinking of other things I wanted to do. Like all great entrepreneurs, you often need to “scratch that itch”,” he tells KBB.

Spencer and co-founder Liam Battye put their heads together and came up with the idea for Gravity Seltzer, in responce to the changing drinking habits of Australians during the pandemic.

The birth of Gravity Seltzer: A solution for mindful drinking

Spencer says Gravity Seltzer was born out of a desire to offer a drinking option that aligned with the changing choices of Aussie consumers during the COVID-19 lockdowns.

“People were drinking more, living with hangovers, affecting their mental health. On the flip side, many were prioritising exercise and wellness.”

The pair thought there could be a better way.

“The idea with Gravity Seltzer is to have a drink or two with your mates, but still get up for sunrise and enjoy the day with a surf or ride, or just choose something that is ‘better for you’. Statistics show that fewer people are drinking beer, wine and spirits in Australia. However, the RTD market, led by Hard Seltzer, is growing, so there seems to be demand for the idea,” Spencer explains.

And so Gravity Seltzer was born.

The brand’s mission, as Spencer articulates, is to become Australia’s leading ‘Better For You’ beverage, inspiring a reevaluation of drinking habits.

“We aim to balance the drinking culture in Australia by encouraging mindfulness, and that’s why we’ve partnered with elite athletes who exemplify a balanced lifestyle,” Spencer adds.

“ Matt Poole, for example, is a recently retired elite Iron Man. He has a young daughter and is also training for events like marathons. He doesn’t have time for a hangover. The same goes for our other co-owners, Harry Bink, Harley Clifford, Jenna Louise and Cooper Chapman. We feel that they are good role models when it comes to balance. “

Unique Brewing, unique flavours

Gravity Seltzer stands out in the burgeoning seltzer market by brewing its beverages like craft beer infusing distinctive beer characteristics into its seltzers.

“We brew our seltzers like craft beer so that consumers may taste some beer characteristics. Our drinks are gluten-free, have <1% sugar, and use organic Australian ingredients. Consumers often tell us it’s their favourite seltzer. We also offer some very unique flavours.”

This fizzy sensation has not only captured consumers’ taste buds but has also secured a significant deal with Coles which Spencer is eager to explain.

Coles collaboration

Spencer says the recent collaboration with Coles marks a pivotal moment for Gravity Seltzer.

“Launching exclusively with Coles Liquor Group is significant for a young brand like ours. We’re entering 98 stores with our Mixed Pack, and Coles is joining us in environmental efforts, planting seeds with Airseed for every 10-pack sold,” Spencer says.

The Coles deal opens doors to more opportunities, including exclusive partnerships with stadiums and Disney Cruises. “Being in the hands of sports icons like Nathan Cleary and Mick Fanning at the NRL Grand Final was a thrilling moment for us,” Spencer shares.

The deal has also allowed the brand to magnify its efforts on the sustainability front and further extend its partnership with drone company Airseed to plant 8500 trees.

Serving up sustainability

For Mick, sustainability isn’t just a buzzword; it’s a personal commitment reflected in Gravity Seltzer’s partnership with Airseed.

“Living in Byron Bay, I’ve witnessed environmental challenges. We loved Airseed’s efficient reforestation methods and committed to planting 8,500 trees this year. Coles is magnifying that impact,” Spencer explains.

“For every 10-pack sold at Coles, we’re planting seeds with Airseed, restoring over 150,000 sqm of forest in Southern NSW,” Spencer proudly reveals.

Spencer says the commitment to sustainability is woven into every aspect of Gravity’s identity and business strategy.

“We don’t make any decision without considering the environment. It’s not just a personal choice; our environmentally conscious customers also appreciate it,” Spencer emphasises.

What’s Next for Gravity Seltzer?

As Gravity Seltzer continues to capture the hearts and minds of consumers, Spencer hints at future developments.

“We’re exploring different can shapes, flavours, and alcohol content to cater to evolving consumer preferences. Expect Gravity to always deliver a crisp, refreshing beverage that encourages everyone to ‘Explore More,’” Spencer teases.

As we wrap up, Spencer offers some valuable advice for young entrepreneurs embarking on their journey.

“I would say, work with a product or service that you really believe in. If you are authentic and truly believe in what you are selling, others will be more interested. Start Before You’re Ready – There is no perfect economy or time, and it’s best to get it out in the market and learn as you launch the first MVP.

“I would also say, if you plan on having a big business, don’t go it alone. That is one mistake I made with my last business. Have other people who you trust involved, make sure their skill set compliments yours, and give them some skin in the game. I have established the best possible team I could find, and also put myself in the best seat for the business – you are better to do it with an unreal team and ride the highs and lows together, Spencer concludes.

Find out more about Gravity Seltzer

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