Cricketer Travis Head takes stake in Gravity Drinks
Australian cricketer Travis Head has joined ready-to-drink (RTD) brand Gravity Drinks Co as a part owner of the business.
The Australian RTD brand has involvement from a number of athletes from the sporting world including former Australian rules footballer Travis Boak, who is also a co-owner.
Boak, a close friend of Head’s, was said to have sent the cricketer a case of Gravity Drinks’ Hard Soda Limoncello, which was how the cricketer was introduced to the product.
“I immediately loved the flavour and the lightness of it. It didn’t make me feel heavy or sluggish. It felt like a healthier alternative,” Head said.
The RTDs are low-calorie, vegan-friendly and 99% sugar free.
Boak said: “I was really just wanting to share the drink with my friends. I didn’t think any more of it. The product sold itself. I’m just glad he’s on board too.”
With Head on board, the brand will continue its expansion across Australia working closely with independent retailers, major liquor groups and key on-premise partners.
Founder Mick Spencer added that signing Head as a part-owner shows the brand’s focus on authentic partnerships and quality-led growth.
He said: “Like all great things, this came from genuine connection and authenticity. We’ve always focused on building a great team of people around the brand.
“Matt Poole introduced us to Travis Boak, Travis Boak introduced us to Travis Head, and everything flowed naturally from there. The belief Travis has shown in Gravity is genuinely humbling.
“We’re incredibly excited to build something massive for Aussie consumers and to take Gravity to the next level as a proud, national brand.”
In October last year, Gravity joined forces with Australian spirits producer Top Shelf International to form a company called Blue Sky Drinks Co. Spencer serves as the company’s executive chair.
The combined business brought together Gravity’s RTDs under one banner with the TSI spirits portfolio of Australian whisky Ned, whisky-based liqueur Golden Bickie and Grainshaker vodka.
The merger also saved TSI, which entered voluntary administration in August.
In other recent Australian spirits news, Starward ended its partnership with Diageo last week as founder Dave Vitale returned the brand to founder-led stewardship.
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