'Hard Solo' Forced To Change Name After Complaints

Carlton & United Breweries (CUB) has announced its decision to rebrand its alcoholic lemon beverage Hard Solo to Hard Rated following the Alcohol Beverages Advertising Code Scheme (ABAC) declaring that the name Hard Solo had a “strong or evident appeal to minors.”

Despite ABAC's initial approval of Hard Solo as a suitable product, their final verdict highlighted concerns over the drink's potential appeal to a younger audience.

“The recognition and familiarity of the Solo branding on the packaging creates an illusion of a smooth transition from a non-alcoholic to alcoholic beverage for minors,” ABAC’s decision said.

“Taken as a whole a reasonable person would probably understand the branding and packaging design would have an evident appeal to minors.”

The decision was influenced by the recognition and familiarity of the Solo branding, which some believe would create a seamless transition from a non-alcoholic to an alcoholic beverage for minors. However, the company assured customers that the drink itself would not change — only the name.

A CUB spokesperson said that they were “disappointed with the outcome” but had accepted ABAC’s decision: “As we comply with the ABAC decision and the Hard Solo brand exits the market, we’d like to assure the many Australian adults who have loved Hard Solo that the taste won’t change when the name changes to Hard Rated.”

“Consistent with ABAC rules, CUB will ensure the last Hard Solo can packaging will exit our supply network by no later than 9 February 2024 (s4.17. of the ABAC Code).”

They added, “Importantly, the preparation to transition from Hard Solo to Hard Rated has commenced to minimise potential disruption of our Alcoholic Lemon drink to retail and on-premise customers.”

The Foundation for Alcohol Research and Education’s chief executive, Caterina Giorgia, said ABAC only changed its position after Hard Solo “received intense media scrutiny when the product drew the attention of federal Parliamentarians”.

“It should not take a viral media story for the ABAC to admit that this multinational alcohol company has breached its own scheme, which is completely voluntary and has no penalties,” she said.

The changeover from Hard Solo to Hard Rated is set to be finalised by the 9th of February, 2024. This includes updating all tap decals bearing the Hard Solo name in pubs and clubs to reflect the new branding by the same deadline.

@jessiethejourno

So hard solo tastes exactly like solo 👀 #hardsolo #aussiealcohol #strayamate

♬ original sound - Jessie Lynch