Hard FIZZ is unveiling its first new flavour in almost a year, a vodka lime and soda, as spirit based ready to drink products continue to trend nationally. The drinks maker is pivoting to vodka amid a 12.7 per cent surge in consumption of the light spirit. Hard FIZZ originally released lemonade and pineapple blends, but is now turning its hand to the citrusy favourite, which is widely claimed to be Australia’s most popular ‘after dark’ cocktail.
The brand plans for the new flavour to be in the market in the next few months. Hard FIZZ is also producing a run of its best selling watermelon flavour in vodka form, a move that marks the beginning of the end of seltzer as its core range. The new 4 per cent ABV blends lean into the ‘better for you’ movement with just 80 calories per 330mL can and zero sugar.
CEO Wade Tiller notes the company has been careful with this latest product development. “We’ve been really prolific with our releases over the years but we definitely took our time with this one, and while I’m probably biased, I think it’s bang on perfect,” Tiller says.
The shift is heavily driven by changing consumer habits and a desire for healthier alternatives. “Vodka RTD’s have been flying off the shelves of late, specifically, low calorie, no sugar varieties, and we wanted to be at the forefront of that,” Tiller says. “It’s actually really interesting, the growth of ‘healthier’ alcoholic beverages in recent years,” he adds. “In 2021, just 21% of all vodka RTD’s on the market were classed as ‘better for you’ and that’s now up to 45%, that’s people voting with their feet”.
When discussing the new citrus product, Tiller says, “Vodka lime and soda is a fan favourite at the bar, but our version is distinctly FIZZ and doesn’t have any of the nasties”.
It is set to be a busy few months for Hard FIZZ, with the brand preparing to go on tour with its celebrity owner, Grammy nominated music producer DJ FISHER, and his national Out 2 Lunch roadshow.
“It’s going to be a lot of fun,” Tiller says. “FIZZ is Fish’s baby but there’s always been a really good synergy between dance music and festivals and drinks”. The company views the upcoming tour as a significant promotional opportunity. “It’s a great way for consumers to sample the product and have a great time as they do it,” Tiller notes. “Out 2 Lunch is going to set us up for the next 12 months”.
