From NRL grand finals to Taylor Swift’s tour: How an Aussie seltzer made the drinks list
Entrepreneur Mick Spencer has been on Shark Tank and written a best-selling book. Having his seltzer served at Accor Stadium during Taylor Swift’s concerts is a milestone he didn’t expect.
Confidential
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Entrepreneur Mick Spencer has appeared on Shark Tank, written a best-selling book and appeared on panels with Richard Branson. But having his seltzer served at Accor Stadium during Taylor Swift’s groundbreaking Eras Tour is a “one of the top ten business milestones I’ve ever achieved.”
Two years ago, noticing a change in how Australians were consuming alcohol and wanting a beverage himself that was lower in sugar and nasties, Spencer had the idea to launch a hard seltzer.
With the help of university chemistry student Liam Battye, Gravity was launched. It’s a seltzer with low calories, and virtually no sugar.
Gravity, which athletes like Nathan Clearly and Mick Fanning have been spotted drinking, is being served at Accor Stadium for the Eras Tour. It comes after the company won the tender to be the official Seltzer partner for the Stadium in September 2022. It’s the first time Accor had tendered for official seltzer supplier.
“When we won the tender we had no idea what concerts we would be working on but we are just fortunate we got it,” said Spencer. “It’s wild.”
“Our whole ethos is a better for you alcoholic beverage. Which works perfectly for concerts because can have a drink but still feel good and dance the night away.”
Despite the wide age range of attendees at Swift’s four concerts in Sydney this weekend, many of whom are under age, the company is forecasting that around 1 in 6 people will grab a Gravity. Which equates to around 20 to 30 000 cans a show.
“It’s hard to forecast because we didn’t think we would do well at concerts like the Foo Fighters and Red Hot Chili Peppers, but one in five ended up choosing us,” said Spencer.
A recent study from Roy Morgan found that while alcohol consumption of the more traditional forms of alcohol, like wine, beer and spirits, were down, ready to drinks like Hard Seltzer were up by 16.7 per cent.
Such is the success of the RTD category, that a Manly based company, Bower, has just launched a range of Hard Kombucha.
While Spencer thinks there is an “odd chance” that Swift herself might come across the product he’s hoping it might come to fruition.
“She likes a drink, so let’s hope,” he said.
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