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.
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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 apush for tighter regulation.
In its 74-page full determination document,ABAC stated that the adjudication panel acknowledged CUB had taken steps to differentiate Hard Solo for its non-alcoholic counterpart through its packaging and accepted that a reasonable person would not confuse the two.