Victorian bottle shops are reeling following the news the government has banned them selling Hard Solo with immediate effect.

Carlton & United Breweries (CUB) had initially advised Australian retailers on 21 December 2023 that the last Hard Solo cans were scheduled to exit its warehouses for delivery to customers on 31 December 2023.

However, the Victorian Liquor Commission (VLC) has issued a notice that effectively bans CUB from selling Hard Solo in Victoria from 31 January 2024.

The decree follows 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.

The decision has blindsided retailers, who had stocked up on Hard Solo for summer to meet high consumer demand.

CUB CEO Danny Celoni told Victorian retailers they would need to arrange for their stock of Hard Solo to be returned to the warehouse and ensure they have removed reference to Hard Solo from their websites and any social media accounts.

“For on-premise customers in Victoria, we expect to provide you with new Hard Rated tap hardware from 17 January and will arrange to assist you with physically changing the tap hardware before the end of January 2024,” Celoni said.

“We remind you to please maintain your Hard Rated tap hardware over stickers until the old tap hardware has been replaced.”

Market gap until Hard Rated arrives

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

The announcement by the Victorian Government is a blow to retailers as it means there will be a gap between Hard Solo exiting the market and Hard Rated coming onto market.

“We’re excited to be introducing Hard Rated cans to the market, and we’re working at pace on the transition and production plans,” Celoni said.

“We are pleased to advise that Hard Rated cans will begin to be available from February 2024.

“Thank you for your patience and understanding as we transition to Hard Rated. We’re sure that it’s going to be incredibly popular.”

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

Controversial Hard Solo to be renamed