Carlton & United Breweries (CUB) has discontinued Hard Solo two months early following discussions with state liquor regulators.

The Alcohol Beverages Advertising Code Scheme (ABAC) announced in November that the name Hard Solo breached the Code standard, despite its pre-vetting approving Hard Solo an appropriate product and consistent with the requirements of the Code.

CUB agreed it would change the name of the popular RTD to Hard Rated in response to complaints about Hard Solo appealing to minors.

A CUB spokesperson said: “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.”

CUB initially advised the last Hard Solo cans would leave its warehouses by no later than 9 February 2024, however this has been revised. The last date Hard Solo cans will now leave its warehouses for delivery to NSW customers is 22 December 2023, while the final dispatch for all other customers will be 31 December 2023.

CUB also requested that its customers remove Hard Solo promotional material from their venues and any online websites or social media.

The discontinued cans decision does not impact Hard Solo sold in kegs, which can be sold until 9 February 2024 before tap badges are replaced with Hard Rated. However, in Victoria the requirement is that on-premise customers over sticker Hard Solo tap badges with Hard Rated stickers immediately when they receive the stickers from CUB.

Market gap until Hard Rated arrives

The announcement is a summer blow to retailers, as the decision to discontinue Hard Solo cans on 31 December 2023 means there will be a gap between Hard Solo exiting the market and Hard Rated coming onto market.

CUB said it was committed to working very closely with retailers to minimise the transition disruption and ensure the success of Hard Rated for their businesses. It said it was “working at pace on the transition and production plans”.

Hard Solo sold out at many bottle shops across country when it was released and has continued to be been hugely successful in the RTD category throughout the year.

Controversial Hard Solo to be renamed