Hard Solo was launched just four short months ago, but itโs 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 isnโt thrilled with the prospect following such a successful entry to the ever-growing ready-to-drink market. However, itโs accepted the decision of ABAC.
โAs we comply with the ABAC decision and the Hard Solo brand exits the market, weโd like to assure the many Australian adults who have loved Hard Solo that the taste wonโt change when the name changes to Hard Rated,โ said a CUB spokesperson.
Since the launch of Hard Rated (nรฉe Solo), weโve had the pleasure of throwing back a can or two of these summer sweeteners. And theyโre as delicious as they are reminiscent of the OG Solo. If a rebrand means thereโs less of a chance of children picking up a can, thatโs a very good thing.
With the warmer weather already starting to pick up steam, CUBโs design team had better get to work on that legally-mandated pivot quick smart.
