Asahi Beverages has revealed its Hard Rated RTD range has racked up $500 million in sales in the last year alone.
Hard Rated has cornered 28% of the light RTD market over the past 12 months and, since the launch of Hard Rated Alcoholic Orange, its market share has recently risen to almost a third.
And young males are the leading demographics consuming the beverage.
Asahi General Manager Lauren Fildes told the Australian Financial Review: “We know and track the changing palates of consumers, particularly younger adults, where we’ve seen the change in attitudes around drinks.
“What I mean by that is more younger males are feeling more confident to consume these drinks than 20 years ago.”
A spokesperson for Endeavour Group said Hard Rated was a “true super brand” with Alcoholic Orange being its biggest-ever new product launch.
“From the moment it hit shelves, it rocketed to the number one light ready to drink seller – an unprecedented achievement for a new product,” the spokesperson said.
“Gen Z and Millennials are driving the bulk of sales, with almost 75% of Hard Rated Orange’s NPD sales coming from customers aged 18-45.”
It’s an exceptional result for a brand that launched amid a wave of controversy.
Originally released as Hard Solo, Asahi changed the name of the ready-to-drink alcohol lemon beverage to Hard Rated following backlash over the brand name appealing to minors.