Hard Solo is changing its name to ‘Hard Rated’ following complaints it encourages underage drinking.
The ready-to-drink lemon alcohol beverage hit shelves in July this year and although delicious, it was met with multiple public complaints that it’s branding strongly appealed to minors.
In a determination by the Alcohol Beverages Advertising Code (ABAC) it was found that Hard Solo was in breach of its ‘Responsible Marketing Code’, namely Part 3(b)(i) which restrains brands from ‘having strong or evident appeals to minors’.
“This followed careful consideration of the public complaints and the detailed submissions from Carlton & United Breweries (CUB), the producers of Hard Solo,” ABAC Panel Chair, Professor Michael Lavarch said.
“Using the Solo name and other branding features on Hard Solo would elevate the appeal of Hard Solo and create an illusion for minors of a smooth transition from the non-alcoholic to alcoholic variant of Solo,” he added.
Solo’s manufacturer, Carlton and United Breweries (CUB), said in a statement they were disappointed by the outcome but accept the decision.
“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,” the manufacturer said.
Hard Solo packaging will remain in circulation until February 2024.