Hard FIZZ is preparing to launch a Vodka Lime & Soda RTD in response to spirit-based premixes continuing to trend nationally.
The drinks maker is pivoting to vodka amid a 12.7% surge in consumption of the light spirit. Hard FIZZ originally released lemonade and pineapple blends, but is now turning its hand to the citrusy favourite.
The brand plans for the new flavour to be in market in the next few months.
It is also producing a run of its best selling watermelon flavour in vodka form, marking the beginning of the end of seltzer as its core range.
The new 4% ABV blends also lean into the ‘better for you’ movement with just 80 calories per 330ml can and zero sugar.
“We’ve been really prolific with our releases over the years but we definitely took our time with this one, and while I’m probably biased, I think it’s bang on perfect, ” CEO Wade Tiller said.
“Vodka RTD’s have been flying off the shelves of late – specifically, low calorie, no sugar varieties – and we wanted to be at the forefront of that.
“It’s actually really interesting, the growth of ‘healthier’ alcoholic beverages in recent years. In 2021, just 21% of all vodka RTD’s on the market were classed as ‘better for you’ and that’s now up to 45% – that’s people voting with their feet.
“Vodka lime and soda is a fan favourite at the bar, but our version is distinctly FIZZ and doesn’t have any of the nasties.”
It’s set to be a busy few months for Hard FIZZ with the brand also about to go on tour with its celebrity owner, Grammy nominated music producer DJ FISHER and his national Out 2 Lunch roadshow.
“It’s going to be a lot of fun,” Tiller said. “FIZZ is Fish’s baby but there’s always been a really good synergy between dance music and festivals and drinks.
“It’s a great way for consumers to sample the product and have a great time as they do it. Out 2 Lunch is going to set us up for the next 12 months.”