The General Store takes equity stake in launch partnership with Mode alcoholic seltzer

Creative agency The General Store has partnered in the launch of Mode, a new entrant in the emerging seltzer category.

Says Michael Clifford, founder of Mode: “In a crowded market of craft beers, cocktails and wines, we saw an opportunity to create a sophisticated drink at the premium end of the market as the seltzer category continues to develop.”

According to reports from alcoholic beverage analysts IWSR, the seltzer category is set to grow by 25 per cent in Australia by 2025. By that stage, it’s predicted that alcoholic seltzers will account for half of all global ready-to-drink volumes.

Aimed at the more discerning, health-conscious customer, Mode is available in a choice of four flavours featuring native Australian ingredients and is also low-calorie, low-sugar, vegan friendly and gluten free.

Says Clifford: “I was thrilled to be able to partner with a creative agency of the calibre of The General Store. Brand creation is a critical element for success in this category and I was beyond excited when they agreed to partner with me on the journey.”

Says Matt Newell, partner and CEO at The General Store: “There is clearly a market opportunity at the top end of the seltzer category, so we were happy to invest a portion of our fees back into the company. And Michael has deep pedigree in the category so we were excited by the opportunity to partner with him.”

The General Store worked with Mode on all aspects of brand creation and promotion including brand strategy, naming, brand identity, advertising, activation, media strategy and investment.

The General Store is a multi-disciplinary creative agency and works with major brands including Aussie Home Loans, Barbeques Galore, Breville, Jaycar, Freedom Furniture and Primo. Since celebrating its 10 year anniversary recently, the agency has won Branding & Design Agency of the Year at the AdNews Awards and picked up Studio of the Year at the Sydney Design Awards.

Client: Michael Clifford, Founder & CEO, Mode
Creative Director: Reeshma Bhanji
Designer: Genevieve Read
Co-Client Service Director: Alex Edwards
Strategy Planning: Andrew Kohn & Matt Newell