Carlton & United Breweries (CUB) will change the name of its RTD beverage Hard Solo to Hard Rated following ABAC’s review of the product in response to public complaints about the brand name and can design.
Following the launch of Hard Solo in August, independent market research and strategy firm Lewers surveyed Australian consumers to gauge how they felt about the product, revealing a mixed reception with concerns raised in the media and in parliament about the packaging potentially confusing young consumers.
Despite ABAC pre-vetting the RTD and considering Hard Solo an appropriate product consistent with the requirements of the code, the panel’s final determination found that the name Hard Solo breached the code standard by having strong or evident appeal to minors.
CUB said in a statement it was disappointed by the outcome but accepted ABAC’s decision.
The Hard Rated liquid will be identical to Hard Solo – the only thing that will change is the name and packaging.
A CUB spokesperson said consistent with ABAC rules, CUB would ensure the last Hard Solo can packaging would exit its supply network by no later than 9 February 2024
Hard Solo tap decals in pubs and clubs will also be transitioned to Hard Rated by that date.
“As we comply with the ABAC decision and the Hard Solo brand exits the market, we’d like to assure the many Australian adult consumers who have loved Hard Solo that the taste won’t change when the name changes to Hard Rated.”
