Sales juggernaut Hard Rated has a new flavour hitting the shelves this week – Alcoholic Lemon Lime Zero Sugar.

When Carlton & United Breweries launched the brand last year it sold out across the country and sales have continued to soar, despite a rebranding from Hard Solo to Hard Rated early this year.

Hard Rated is now the leading white spirit premix in the country, with the latest RTD in the range offering sweet lime notes and a slight bitterness provided by the alcohol.

Lemon-flavoured drinks are a consumer favourite across many categories, with limoncello spritz Zoncello recently cracking the million-bottle sales mark less than 18 months after going on sale.

CUB Head of RTDs & Cider Sarah Wilcox said: “Leveraging a great tasting lemon liquid has seen Hard Rated transcend category, gender and generational divides, appealing to women in their 20s at the same rate as Gen X men and regular beer drinkers.

“With RTDs increasingly popular among alcohol consumers, we hope Hard Rated’s Lemon Lime Zero Sugar helps continue this trend. Our customers told us they wanted more Hard Rated innovation and we’ve responded.

“Hard Rated had proven a great success and shown that adults wanted a refreshing lemon-flavoured alcoholic drink.”

Lemon Lime Hard Rated is 4.5 per cent ABV and is sold in four-packs of 375ml cans and slabs of 24 cans. RRP is around $24 for a four-pack of cans.

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