Hard Solo to be renamed Hard Rated after official complaint to Alcohol Beverages Advertising Code

An alcoholic version of the popular soft drink Solo is being renamed after it was found to breach official code standards following a series of complaints.

The Alcohol Beverages Advertising Code Scheme (ABAC) has backflipped after previously ruling Hard Solo was an appropriate product and consistent with the requirements of the Code.

However Carlton & United Breweries (CUB) are now changing the name of its ready-to-drink alcohol lemon beverage to Hard Rated after a ABAC review panel found it breaches the Code standard in relation to strong or evident appeal to minors.

The Australian drinks manufacturer said it is “disappointed by the outcome” but would “accept the ABAC’s decision” in a statement issued Thursday.

“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 spokesperson said.

“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.

“Additionally, Hard Solo tap decals in pubs and clubs will also have transitioned to Hard Rated by that date.”

The ruling comes after The Cancer Council of Western Australia lodged a complaint to the Alcohol Beverages Advertising Code (ABAC) Scheme in August.

It was argued the drink’s manufacturer had breached the section of the code preventing alcoholic drinks from containing a “strong and evident appeal” to minors, according to a report by The Sydney Morning Herald.

Alcohol producers voluntarily agree to adhere to the code when advertising their products. It was updated on August 1 to address increased concerns about the use of soft drink and confectionary flavours, and the marketing of alcohol products.

“Solo is a well-known soft drink brand in Australia, is popular with children and teenagers, and has highly recognisable branding, packaging, and advertising,” the complaint said.

“The Hard Solo product is an extension of the soft drink brand, using the same brand colours, icon and font on the packaging and the same can shape as the Solo soft drink.”

There are no fines or penalties for breaches of the code.

While teenage drinking rates have declined over the last 15 years – more than-two thirds of those aged between 14 and 17 said they abstained from drinking alcohol in a 2019 survey – Foundation for Alcohol Research and Education chief executive Caterina Giorgi said alcohol companies were increasingly appealing to the youth market.

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“This is one of the first [examples] that we’re aware of here in Australia,” Ms Giorgi told SMH.

“It’s a taste and a product that people are familiar with, including young people, and so they’re really trying to cash in on that particular market.”

Each 375ml can of Hard Rated contains 4.5 per cent alcohol content – or about 1.3 standard drinks.

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