Australian-made Gravity Seltzer is taking root in pubs catering to younger patrons, offering an increasingly popular option with strong GP.
Demographic research finds 77 per cent of Millennials and Gen Z consumers report ‘better for you’ choices, including sugar reduction, as very important.
Addressing a consumer need, Gravity is low calorie, claiming 99 per cent sugar-free and marketing the tagline “Over Sugar?”
The company was launched in 2022 by founders Mick Spencer and Liam Battye, who say they were on a mission to produce Australia’s best tasting hard seltzer.
Gravity Seltzer is brewed like a beer, with natural Australian flavours.
Quick to serve, and with RRP of $11 a schooner making it a more competitive price point than draught RTDs, draught seltzer is a great margin opportunity for pubs. Recommended to be poured over ice, venues are making up to 80 per cent GP.
The brand says its seltzer is “like a beer, but lighter and more refreshing … that’s Gravity”.
It reports venues using Gravity Seltzer for jugs, or as a base for Seltzer Spritzer-style cocktails, adding flavours, spirits and fresh fruit.
Gravity Melon will soon be available to east coast venues through wholesale distributors.
Another key driver for millennial and ‘Zoomer’ purchasing is said to be environment cost and footprint. To this end Gravity has formed a partnership with Airseed, which has already led to 4,200 seed pods planted across around 103k square metres of land. The plan is to reforest 8,500 trees in NSW this year.
Sporting a moderate ABV, the Gravity Seltzer is good for RSA, and former Australian Brewery booze marketing devotee David Ward describes it as “moreish and very sessionable”, which is perfect for plenty of repeat consumption.
“Publicans seem to be looking at non beer products on tap as that’s what consumers are increasingly looking for this summer,” adds Ward.
