Five years after launching as a ‘better for you’ seltzer, Hard FIZZ is making moves into the vodka category, debuting two new flavours, Lemonade and Pineapple.
The RTD’s come with a 4% ABV and just two grams of sugar and 29 calories per 100 millilitres, so is very much a play for the more health conscious consumer.
The range is also made with Australian vodka.
Hard FIZZ CEO Wade Tiller says the move into a spirit based RTD is market driven.
“All the research shows vodka is the trending category, at the moment – up something like 12 or 13 percent in the past 12 months,” he says.
“For us, the objective was fairly simple: sweeter on the lips, lighter on the rig, but that’s what consumers want.
“The new flavours (Lemonade and Pineapple) are big on flavour, and this is testament to our R&D team, but have next to no sugar, and zero artificial sweeteners.
“Almost half of all vodkas sold lately are in that ‘better for you’ class and I fully expect that to keep increasing.”
The new Hard FIZZ vodka range is available nationally in more than 2000 shops and venues, including in Dan Murphy’s, Cellarbrations and Liquor Legends, Liquorland and BWS stores in Queensland.