Hard Solo was launched just four short months ago, but it’s already been found in breach of the Alcohol Beverages Advertising Code (ABAC) for appealing to minors.
As a result, the lemony 4.5% ABV drink will now be rebranded to Hard Rated, thereby distinguishing itself from the thirst-crushing soft drink of our childhoods.
Understandably, the CUB-owned brand isn’t thrilled with the prospect following such a successful entry to the ever-growing ready-to-drink market. However, it’s accepted the decision of ABAC.
“As we comply with the ABAC decision and the Hard Solo brand exits the market, we’d like to assure the many Australian adults who have loved Hard Solo that the taste won’t change when the name changes to Hard Rated,” said a CUB spokesperson.
Since the launch of Hard Rated (née Solo), we’ve had the pleasure of throwing back a can or two of these summer sweeteners. And they’re as delicious as they are reminiscent of the OG Solo. If a rebrand means there’s less of a chance of children picking up a can, that’s a very good thing.
With the warmer weather already starting to pick up steam, CUB’s design team had better get to work on that legally-mandated pivot quick smart.