Official complaint forces a rebrand for Hard Solo
- Replies 10
At the SDC, we've always appreciated convenience, particularly with ready-to-drink beverages available anytime from stores.
However, there are a few drawbacks that can come with it, such as in the case of one popular drink that's been doing the rounds lately.
The alcoholic version of the beloved soft drink ‘Solo’ is undergoing a name change due to concerns raised after a series of official complaints.
The Alcohol Beverages Advertising Code Scheme (ABAC), having initially deemed ‘Hard Solo’ compliant with the official code standards, has now reversed its stance.
Carlton & United Breweries (CUB) is responding to this shift by renaming its ready-to-drink alcohol lemon beverage to ‘Hard Rated’.
This decision comes after an ABAC review panel determined that the product violates the Code standard concerning a strong or evident appeal to minors.
Meanwhile, CUB conveyed that it was ‘disappointment of the outcome’ but also relayed acceptance of the decision in a statement released on 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,’ said a spokesperson.
‘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 recent ruling stemmed from a complaint filed by The Cancer Council of Western Australia with the ABAC Scheme in August.
The contention centred on the assertion that the manufacturer of the beverage had violated the section of the code prohibiting alcoholic drinks from strongly and evidently appealing to minors.
Alcohol producers voluntarily commit to following the code in their advertising practices.
Video source: YouTube/Sky News Australia
Notably, the code was revised on August 1 to specifically address growing concerns related to the use of soft drink and confectionery flavours, as well as the marketing strategies used for 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.’
However, violations of the code do not incur fines or penalties.
Despite a decline in teenage drinking rates over the past 15 years—with over two-thirds of those aged between 14 and 17 reporting abstinence from alcohol in a 2019 survey—Caterina Giorgi, Chief Executive of the Foundation for Alcohol Research and Education, noted a rising trend of alcohol companies targeting the youth market.
‘This is one of the first [examples] that we’re aware of here in Australia,’ explained Ms Giorgi.
‘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.’
After the news of the drink’s rebrand, comments started pouring in.
One man wrote, ‘This will change absolutely nothing.’
‘Names still have “hard” in [them], what a waste of time and money. Claiming the name “Hard Solo” breached the alcohol beverages advertising code by containing a ‘strong and evidence appeal’ to minors. Was ‘solo’ the concerning word?’ added another.
‘What? And yet you can buy none alcohol beers in supermarkets and petrol stations that are brand-named. This is a joke,’ a third said.
Members, we'd love to hear your thoughts on the name change and the new name. Please share your opinions in the comments below!
However, there are a few drawbacks that can come with it, such as in the case of one popular drink that's been doing the rounds lately.
The alcoholic version of the beloved soft drink ‘Solo’ is undergoing a name change due to concerns raised after a series of official complaints.
The Alcohol Beverages Advertising Code Scheme (ABAC), having initially deemed ‘Hard Solo’ compliant with the official code standards, has now reversed its stance.
Carlton & United Breweries (CUB) is responding to this shift by renaming its ready-to-drink alcohol lemon beverage to ‘Hard Rated’.
Hard Solo is rebranding to Hard Rated following a ruling prompted by an official complaint.
Image source: Coles
Image source: Coles
This decision comes after an ABAC review panel determined that the product violates the Code standard concerning a strong or evident appeal to minors.
Meanwhile, CUB conveyed that it was ‘disappointment of the outcome’ but also relayed acceptance of the decision in a statement released on 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,’ said a spokesperson.
‘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 recent ruling stemmed from a complaint filed by The Cancer Council of Western Australia with the ABAC Scheme in August.
The contention centred on the assertion that the manufacturer of the beverage had violated the section of the code prohibiting alcoholic drinks from strongly and evidently appealing to minors.
Alcohol producers voluntarily commit to following the code in their advertising practices.
Video source: YouTube/Sky News Australia
Notably, the code was revised on August 1 to specifically address growing concerns related to the use of soft drink and confectionery flavours, as well as the marketing strategies used for 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.’
However, violations of the code do not incur fines or penalties.
Despite a decline in teenage drinking rates over the past 15 years—with over two-thirds of those aged between 14 and 17 reporting abstinence from alcohol in a 2019 survey—Caterina Giorgi, Chief Executive of the Foundation for Alcohol Research and Education, noted a rising trend of alcohol companies targeting the youth market.
‘This is one of the first [examples] that we’re aware of here in Australia,’ explained Ms Giorgi.
‘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.’
After the news of the drink’s rebrand, comments started pouring in.
Social media users commented on Hard Solo's name change. Image source: Facebook
One man wrote, ‘This will change absolutely nothing.’
‘Names still have “hard” in [them], what a waste of time and money. Claiming the name “Hard Solo” breached the alcohol beverages advertising code by containing a ‘strong and evidence appeal’ to minors. Was ‘solo’ the concerning word?’ added another.
‘What? And yet you can buy none alcohol beers in supermarkets and petrol stations that are brand-named. This is a joke,’ a third said.
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