Queensland alcohol independent Hard FIZZ is adding former Carlton and United Breweries CEO Peter Filipovic to its newly formed advisory board; along with former CUB general counsel Zoe Solomon, and Sun Bum founder, Adam Francis.
The new members have been brought in to oversee the brand’s corporate growth, with the company selling 4.5 million cans since launch while firmly holding onto third position in the independent hard seltzer category.
Hard FIZZ also generated $19 million in retail sales value while being stocked in approximately 3200 outlets nationally, including Coles Liquor stores.
Filipovic joins the brand after 25 years’ experience at CUB. He held various senior and strategic tax, finance and sales roles within the company, and was ultimately CEO until early 2022.
“Hard FIZZ is on a steep trajectory and I’m thrilled to be joining its advisory board at this time.
“The brand’s number one objective in the coming years is growth and that’s where I believe my skill set can help it achieve that goal,” said Filipovic.
Solomon joins following her position as general counsel of CUB, and has worked on negotiating and integrating significant global and local M&A transactions in the beverage industry (including the $16 billion sale of CUB to Asahi and the acquisition of 4 Pines, Pirate Life and Balter).
Francis is an entrepreneur whose Sun Bum skincare products are now sold globally, and has extensive experience in scaling large consumer brands (such as Sun Bum), lifestyle businesses, business transformation, business strategy and global manufacturing and distribution.
Hard FIZZ CEO Wade Tiller says he is elated to have secured Filipovic, Solomon and Francis for his company’s advisory board.
“The three of them have some serious runs on the board when it comes to scaling brands so I’m rapt to have them working for Hard FIZZ.
“We still might only be an independent but for every other intent and purpose, we are a big player in the seltzer category,” said Tiller.
Hard FIZZ was founded in 2020 on the Gold Coast by a number of high profile entertainment and sporting figures including DJ’s Paul Fisher, Tigerlily and Brooke Evers, as well as professional surfers Laura Enever and Nikki Van Dijk.
