Hard FIZZ goes national with SouthTrade

Alcoholic seltzer brand Hard FIZZ has signed a distribution deal with SouthTrade International that will see the fast-growing brand go national.

The partnership, starting August 1, will facilitate the national rollout of a number of new products for Hard FIZZ, including the new EXTRA STRENGTH light RTD offering and non-alcoholic FIZZ FUNCTIONAL range.

The brand has sold more than 4.5 million cans worth more than $19 million since launching in 2020 and is now the number one independently owned alcoholic seltzer by value.

Australian spend on alcoholic seltzer is predicted to hit $380 billion this year and is growing at 39.7% annually.

The deal will see SouthTrade take on all customer trading, trade marketing, supply and logistics responsibilities for Hard FIZZ. Hard FIZZ will maintain full ownership of its brand.

“This partnership is no accident or even opportunistic – this is a very deliberate coming together of two brands which are very aligned in core values and mission,” said Hard FIZZ CEO Wade Tiller.

“Both Hard FIZZ and SouthTrade are in this to dream big, make a difference and ultimately have fun; and to be brave and bold in our thinking with our customers and suppliers always at heart.

“SouthTrade has an incredible track record of shaking things up in the industry, and they simply have the best party brands in the business so it’s a no brainer for us to be teaming up.

“This is a watershed moment for Hard FIZZ – we have some particularly ambitious goals in the coming years and SouthTrade will be able to help us with the expertise and boots on the ground to make them happen.”

SouthTrade Managing Director Ray Noble said: “This is a match made in fizzy heaven. Hard FIZZ really is one of the drinks of the moment and I’m over the moon to be partnering with them on their journey.

“SouthTrade can help the brand go to the next level and expose it to even bigger markets.”

Hard FIZZ was founded at the height of the COVID-19 pandemic by a group of celebrity owner ambassadors including Grammy nominated DJ, FISHER and his podcaster wife, Chloe, professional surfers Laura Enever and Nikki Van Dijk as well as TV chef Hayden Quinn.

AFL star Rory Sloane has also signed on in recent months along with podcaster, Ellidy Pullin.

“It’s wonderful, as a business, to be doing so well but truly, our goal when we started Hard FIZZ was to put smiles on people’s faces,” Tiller said.

“We imagined a brand that was synonymous with having a good time with your friends and family and we love that we’ve achieved that.”

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Categories: Business