Few beverage categories have seen such explosive growth as RTDs – in less than a decade the category has evolved into a multi-billion dollar industry and reshaped entire sections of liquor store shelves. The surge reflects a broader shift in consumer preferences towards wellness and moderation, with the first wave of success driven by hard seltzers.
One brand that represents a major success story in this space is Gravity Drinks Co. Founded in 2022 by Mick Spencer, Liam Battye and a group of professional athletes, Gravity quickly became known for its signature “Over Sugar?” trademark.
With the backing of high profile investors such as AFL legend Travis Boak, Ironman Matt Poole, surfer Cooper Chapman and Nitro Circus star Harry Bink, and a loyal customer base, the brand has become one of Australia’s most recognised challenger labels in the RTD category.
Today, Gravity can be found in thousands of outlets with national ranging through Endeavour Group, Coles Liquor and hundreds of independent retailers. The brand has also cut through in the on-premise, with more than 100 locations pouring its 4% Watermelon and Hard Soda Lemoncello.
Now, the team that catapulted Gravity to success have turned their attention to a new powerhouse that has emerged in the beverage industry – Blue Sky Drinks Co.
Blue Sky Drinks Co. entered the Australian beverage market earlier this month with the acquisition of several well-known brands, including NED Australian Whisky and Grainshaker Vodka, and expanded its lineup with the purchase of Gravity Drinks Co.
The brand was born from a simple idea: Australian brands have the talent, thirst and guts, they simply need better backing. Bringing together more than five decades of industry know-how, the portfolio features some of Australia’s most recognisable spirits and RTD products, with stronger support, bigger ambitions and renewed energy.
Championing homegrown heritage, the full brand family includes NED Australian Whisky and Golden Bickie, Grainshaker Vodka, Gravity Drinks Co, and under exclusive license, Act of Treason Agave.
Under the new structure, Gravity’s team of industry veterans will take charge of the new business, led by Spencer as Executive Chair. Battye will move across with him as Head of Operations, joined by Gravity’s Greg Mitchell and David Ward, who will step into the roles of CFO/COO and GM – Sales & Marketing respectively.
Liquor industry expert Ray Noble will also join the Blue Sky board, bringing 30 years’ experience having previously served as Managing Director of Sazerac Australia and held senior leadership roles at Beam Suntory.
“Since the day we set up Gravity, we knew we wanted to create something that was built to last, and exit-ready from the start. We’re absolutely stoked with this deal. This is day one of something much bigger, helping us realise what Gravity truly can be”, says Spencer.
“The team, board, and shareholders have always represented more than just Gravity, and this next chapter is incredibly exciting. Being a part of a group with stronger backing, bigger ambitions, and the chance to build a leading Australian drinks business that people can be proud of. I couldn’t be prouder of our team and everyone who’s helped make this happen.”
The combined business will continue production in partnership with IDL and will maintain strong national distribution and support of thousands of independent liquor retailers and key on-premise partners.
To find out more about Blue Sky Drinks Co and explore the full portfolio, visit www.blueskydrinks.com.au.