Hard Rated has announced the release of a new flavour and style, with alcoholic Lemon Lime Zero Sugar set to hit shelves this week.
Carlon & United Breweries (CUB) describe the product as having sweet lime notes, which are balanced by the slight bitterness of the alcohol.
CUB’s Head of RTDs & Cider, Sarah Wilcox said that the product appeals to a wide range of consumer demographics.
“Leveraging a great tasting lemon liquid has seen Hard Rated transcend category, gender and generational divides, appealing to women in their 20s at the same rate as Gen X men and regular beer drinkers. With RTDs increasingly popular among alcohol consumers, we hope Hard Rated’s Lemon Lime Zero Sugar helps continue this trend,” she said.
Since its September launch, Hard Rated has been well received and is one of the leading white spirit premixes in the country.
“Hard Rated had proven a great success and shown that adults wanted a refreshing lemon-flavoured alcoholic drink.
“Our customers told us they wanted more Hard Rated innovation and we’ve responded,” Wilcox said.
Lemon Lime Hard Rated has an ABV of 4.5 per cent. It will be available in four packs and 24 can slabs of 375ml cans. The four packs will have an RRP of $24.
Hard rated originally launched as Hard Solo in September last, but the name was changed after a ruling by the Alcohol Beverage Advertising Code. ABAC said at the time it was the first occasion the panel has been called upon to assess the packaging of an RTD product with a brand name and core branding elements taken from a well-established and iconic soft drink brand.