Driven by a commitment to both flavour innovation and informed market research, Hard FIZZ has listened to its customers, introducing a range of better-for-you, vodka and tequila RTDs that are low calorie and full of flavour.
The result is a new line-up of spirit-based RTDs starting with Vodka Lemonade and Vodka Pineapple dropping in August and Tequila Pine Lime, Tequila Watermelon and Tequila Mango coming in 2026. The ranges were developed directly in response to consumer preferences and insights gathered through local and international market research.
Wade Tiller, Co-founder of Hard FIZZ, said that although Hard FIZZ seltzer continues to grow steadily at four per cent, the overall category is down by 10 per cent. So, in listening to consumer demand, it felt like the right time to tap into the growing popularity of vodka and tequila RTDs.
Earlier this year, Hard FIZZ undertook a market study tour across key US retailers and industry contacts to gain firsthand insight into evolving RTD trends. Tiller, who participated in the tour, said the experience offered invaluable perspective, given the US market typically leads global alcohol trends by a year or two.
“The US is the trendsetter with alcohol – what they do, the world generally follows, so if their market is loving tequila RTDs, you can assume it’s on its way here too,” he said.
“The next three to five years will be prime time for RTDs. I expect tequila to gain share and grow in the RTD space as Australian consumers add these to their everyday repertoire and as it broadens beyond traditional cocktail serves,” he said.
According to the Hard FIZZ US RTD Study Tour report, zero-and low-sugar RTDs have become major category drivers with liquor retailers increasing shelf space to meet growing demand from health-conscious shoppers.
Tiller noted that better-for-you RTDs have become a major growth engine in the US – a trend now clearly maintaining pace in Australia.
“If you were to separate the better-for-you varieties from each category, it’d be the third largest in its own right with more than four million units sold in the past year, and growing – ignore that at your own peril.”
The study tour also revealed US retailers have reported that better-for-you positioned brands are outperforming traditional sugary RTDs – especially juice-based options.
“Our new range has leaned into that with fewer than 100 calories per can, without compromising on flavour with a big emphasis on real juice – it’s better for you, but flavour first.”
Speaking of the new RTDs, Tiller explains: “Pineapple is performing exceptionally well in the RTD space right now, which directly influenced the development of our Vodka Pineapple and Tequila Pine Lime flavours.
“The Vodka Lemonade has a more traditional Aussie lemonade taste; it’s an old favourite but one that never goes out of fashion and remains the strongest flavour in Canada, Germany and Japan.”
Hard FIZZ not only looked to the US but also discovered that low/no sugar options now make up 45 per cent of the vodka RTD market locally, with better-for-you RTDs up 21 per cent this quarter in Australia.
“We went deep in our local research to determine what consumers loved about Hard FIZZ and what they would like to see next. We have some ‘rusted on’ FIZZ drinkers, but we also had some fans that had left the category to chase more flavour and sweetness, so we made this for them too.”
The new range, which brings together flavour innovation and strategic market insight, will be available to trade from August via all recognised wholesalers.