Grammy-nominated music producer FISHER is shaking things up on the drinks front, remixing his Gold Coast-born Hard FIZZ label with a brand-new vodka range. The latest drop sees the hugely popular hard seltzer brand step into spirit-based territory, launching two fresh vodka blends that promise to hit the right note with Australian drinkers.
Landing in bars and bottle shops this September, the new lineup comes in lemonade and pineapple flavours, each brewed with Australian-made vodka. Both sit at 4% alcohol volume, equating to one standard drink per can, and have been designed with a lighter, cleaner profile in mind.
It’s a move that matches the national mood, as new data shows spirit-based RTDs are enjoying a serious surge. Research from Circana revealed vodka consumption in Australia climbed 12.7% in the 12 months to last December, while tequila also gained ground with a 5.6% rise. The same period saw spiced rum and scotch take a tumble, dropping 20.3% and 18.3% respectively.
For FISHER, this shift felt like the perfect time to make a long-considered leap.
“Most people don’t know this, but we almost did a vodka first – and God knows there were a lot of conversations about that – but seltzers were all the rage back in 2020 so we jumped on that bandwagon to get things going,” he says.
“I’m glad people love the seltzers as much as me but when we saw how much people are starting to drink vodka, it was a bloody no brainer. I’m going to be called biased, I know, but seriously, these are the best Hard FIZZ flavours we’ve ever made. All I can say is: let’s get fizzy.”
The new range isn’t just about adding a bit more kick, it’s also been designed to cater to the ‘better for you’ drinking trend. Each can has just 97 calories and contains real fruit juice, answering a growing consumer demand for lighter, low-sugar options.
That demand has exploded in recent years. Back in 2021, only 21% of vodka RTDs on the market were considered ‘healthy’. By the December quarter of 2024, that share had more than doubled to 45%.
Hard FIZZ CEO Wade Tiller says this evolution is no accident, and the brand is leaning into it.
“It’s a bit of a catch cry for us: ‘sweeter on the lips, light on the rig’ but it’s what people want,” Tiller explains. “We’re just responding to that demand for fun, tasty drinks without any of the nasty stuff. Almost half of all vodkas sold lately are in that ‘better for you’ class and I fully expect that to keep increasing.”
For a brand born at the height of the COVID pandemic, the vodka launch marks another bold chapter. Hard FIZZ quickly earned its place as a seltzer favourite, and with FISHER’s irreverent energy behind it, the brand has carved out a personality as fun-loving as its founder.
Now, with vodka in the mix, Hard FIZZ is ready to widen its appeal even further. The new cans will roll out nationally across more than 2000 venues and bottle shops, including Dan Murphy’s, Cellarbrations, Liquor Legends, Liquorland and BWS outlets in Queensland.
With seltzers still fizzing and vodka riding high, the timing seems right for Hard FIZZ to expand its repertoire. Whether fans grab a pineapple or lemonade can, the message from FISHER is simple – turn up, crack open, and get fizzy.
PS: For the Tequila fans out there, we’ve heard whispers of a fresh Hard Fizz drop on the horizon.
