From reforesting the Cattai Wetlands to plans to become carbon neutral, Gravity Seltzer is making innovative steps when it comes to sustainability.

Mick Spencer, Co-founder of Gravity Seltzer, spoke to National Liquor News about the brand’s sustainability practices.

Through a partnership with AirSeed, the company plants a seedbomb of trees for every one and a half cases of Gravity Seltzer sold, helping reforestation and removing CO2 from the atmosphere. Gravity is also working with its partner brewers to have the facility carbon neutral in 2024.

“Like all ‘for profit’ businesses that want to also be ‘for good’ we are trying to find ways where we can have a premium beverage like Gravity Seltzer at a price point that consumers can see value in regularly purchasing. We have several initiatives that are small, yet assist in making a sustainable brand,” Spencer said.

Spencer explained that importance of the outdoors to the brand.

“As Explore More adventurers and outdoor lovers, we want to protect the areas we play for future generations. As owners we all love the outdoors, and enjoy mountain hikes, surfing, bike riding and if we don’t give back to the surroundings and use our business as a force for good, we will not have what we have in future generations,” he said.

When looking into ways that Gravity could make a positive impact on the environment, Spencer was focusing on ocean clean ups, coral restoration or tree planting, as they all made real change while still being easy to explain to consumers. In the end, Gravity partnered with AirSeed, which delivers seed pods via drone.

“Given the challenging price market we operate in, we found all the human tree planting businesses were just too expensive, and it didn’t make financial sense. When we met AirSeed, we were blown away with how they have made it affordable to plant trees, that every tree is tracked so we can track the restoration and that we can communicate the data in real time to our customers,” Spencer explained.

“We are most proud of already restoring over 100,000 square metres of forest in Nimmitabel, Bredbo and Cattai Wetlands, both affected by fires and floods. That’s only after two quarters. Our customers are so proud of this as well,” he added.

Spencer emphasised the importance of engaging in sustainability for the liquor industry.

“I think if you’re not focusing on sustainability within your business, you’re not going to succeed. Customers expect it to a degree. However, brands like us that go above and beyond will win the future conscious shopper. Our customers love that they see on social media how many trees and land were restored in the last quarter, what species we’ve planted and so on. Data tracking in real time really gives a customer an actual read that they personally are making a difference,” he said.

Spencer advised retailers to find a way to promote brands making steps in sustainability.

“Find simple small initiatives that customers can relate to. Maybe it’s Shop Sustainable, or Sustainable September. Retailers can promote the brands they believe are doing good things,” he concluded.

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