With Grammy-nominated music producer DJ FISHER as one of its high-profile owners, it’s hardly surprising that drinks brand Hard FIZZ is backing music festivals such as the upcoming Out 2 Lunch.

The Gold Coast’s homegrown talent and his drinks brand will be hitting Surfers Paradise for the second installment of his Out 2 Lunch music festival on 3-4 May 2025.

Not only will the event support music festivals, it will also provide invaluable marketing and sales for the brand.

“Partnering with music events, particularly major ones, is a very deliberate marketing strategy for us,” said CEO Wade Tiller.

“It’s well known that our highest profile owner is FISHER, but fellow DJ’s Tigerlily and Brooke Evers are founders as well, so music is in our DNA.

“So, that’s our market – in the case of Out 2 Lunch, there’ll be 40,000 people over two nights enjoying Hard FIZZ and hopefully forever associating that experience with our product.

“FISHER has already been on the biggest media outlets in Australia promoting the festival, including Today, and that allows us to leverage that publicity for us as a brand.”

The Burleigh Heads-based seltzer is toasting a lucrative supply deal to be the only ‘white’ RTD (ready to drink) to be sold at the TEG promoted two-night event on the Gold Coast in May.

Hard FIZZ sold $500,000 worth of drinks in just eight hours at last year’s Out 2 Lunch festival at Coolangatta, and is looking to supply some 150,000 cans this time around.

As part of this year’s deal, at least 60% of the total beverage menu will feature Hard FIZZ, driving sales.

“This is enormous for us,” Tiller said. “Hard FIZZ was built on the EDM (electronic dance music) scene, and this is the
pinnacle – 40,000 people all raising a can on one of the music iconic beaches in Australia.

“That’s a money shot you simply can’t buy.

“Last year’s Out 2 Lunch was very successful for us – it set us up for the year. It absolutely helps with [on and off premise] ranging as the event itself is making headlines, and we’re right in the middle of that.”

The Out 2 Lunch deal follows a turn at the recent Australian PGA Championship held at Royal Queensland after effectively being headhunted by golfing bigwigs to bring the brand’s trademark ‘energy’ to the event.

It also comes after FISHER and Hard FIZZ stole the show at the LIV Golf tournament in Adelaide, where winner, Joaquín Niemann, performed a shoey with the DJ.

“It’s guerilla marketing at its best,” Tiller said.

“We don’t know for sure what’s going to happen at Out 2 Lunch, but it’s about putting ourselves in a situation where something could happen.

“That’s vital for a product like Hard FIZZ – people need to associate it with an experience, or a feeling. The Out 2 Lunch festival will be one for the ages, so it’s great to be a major sponsor.”