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The parent company of Hard Solo will change the name of the controversial alcoholic drink to Hard Rated after an industry body found the product breached the industry code by appealing to minors.
The alcoholic version of the popular soft drink has been under review for months after Hard Solo sparked several complaints that it would be alluring to minors by using similar branding elements as the soft drink.
Hard Solo will change its name to Hard Rated.
On Thursday, the Alcohol Beverages Advertising Code (ABAC) released its decision into the complaints, and concluded the company breached part 3 (b)(i) of the code in its strong or evident appeal to minors.
Beverages giant CUB said in a statement it was disappointed by ABAC’s decision, but accepted it and assured customers that while the name would change, the drink itself would be the same.
“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,” a CUB spokesperson said.
Any products with Hard Solo branding must exit CUB’s supply network by February 9. Pubs and clubs that have Hard Solo on tap must also change its decal stickers to Hard Rated by that date.
Hard Solo gained national attention and sold out in bottle stores after the alcoholic drink sparked complaints by the Cancer Council of Western Australia as well as from teal crossbenchers that spoke to industry figures in a push for tighter regulation.
Independent member for North Sydney Kylea Tink, who has been vocal on the issue, and industry body Alcohol Beverages Australia have been contacted for comment.
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