High-profile startup launches Australia's longest seltzer festival
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After record sales volumes at major stadium events over the summer, and increasing outlet growth, fast-rising startup Gravity Seltzer Co. has launched an Australian-first initiative designed to turbocharge its growth and grow mass brand awareness as it quickly becomes the most asked for seltzer in retail.
Gravity Seltzer, which was founded in late 2021, is about to start Australia’s Longest Seltzer Festival, the “Explore More” tour, which will cover the east coast of Australia and last at least six months.
Taking off from Canberra on 14 April, co-founder & Chairman Mick Spencer, in company with his wife and 10-month-old baby, will be travelling the east coast in a branded, custom designed, solar-powered and self sufficient converted bus, on a road trip that will cover as far south as Eden, NSW to as far north as Cook Town – and every coastal town in between.
The Gravity Bus plans to stop at over 1,500 different venues and bottle shops along the way, to meet existing customers, and pitch to new ones, helping them learn about the Explore More philosophy of the brand and trialling of product. Beaches, Mountain bike parks and various events will be on the list.
“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.” Mr Spencer said.
“The 18 months of the business have been really busy; like all startups serving customers, fulfilling demand and setting up our products for success has been crazy. But now 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. We recently appointed David Ward, former Head of Sales at Bentspoke Brewing, as Gravity’s Sales Director, and Greg Mitchell, former finance executive from Coca-Cola and CUB, as Finance Director.
Last year, before Gravity Seltzer had even celebrated its first birthday, it stunned the beverages industry by winning a multimillion-dollar contract to be the Official Seltzer Supplier for Accor Stadium at Sydney Olympic Park, as well as CommBank Stadium at Parramatta, McDonald Jones Stadium in Newcastle, and WIN Stadium and WIN Entertainment Centre in Wollongong.
Mr Spencer said that’s given Gravity Seltzer the chance to reach enormous numbers of music and sports fans.
“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 was very inspiring for Liam and I to know more people than just our mates love the product!” he said.
Gravity Seltzer is co-owned by fitness influencer Jenna Louise and several professional athletes, including professional surfer Cooper Chapman, eight-times world champion wakeboarder Harley Clifford, ironman Mat Poole and globally renowned freestyle motocross rider Harry Bink, as well as a boutique marketing agency, its founders Liam Battye and Mick Spencer, and industry heavyweights from brands like Coca-Cola, Carlton United Breweries and Carlsberg beer.
If you want the Gravity bus to visit your venue email them here.