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Key points:
- The alcoholic version of Solo will be rebranded after an industry regulator raised concerns over the design.
- Its maker Carlton United Breweries said it was disappointed with the outcome, but accepted the panel’s decision.
- The regulator found the name Hard Solo would elevate the appeal to minors.
The alcoholic version of the carbonated lemon-flavoured soft drink Solo will be rebranded after an industry body raised concerns that the design strongly appealed to minors.
The Alcohol Beverages Advertising Code (ABAC) determined breached the panel’s responsible alcohol marketing code after receiving 10 complaints from the public over the brand’s name and design.
Solo brand ‘relatable to minors’
ABAC concluded that while the design identified Hard Solo as an alcoholic beverage, it found the Solo brand, which is estimated to be in 1.7 million homes, was familiar and relatable to minors.
“Using the Solo name and other branding features on Hard Solo would elevate the appeal of Hard Solo and create an illusion for minors of a smooth transition from the non-alcoholic to alcoholic variant,” the panel’s chair Professor Michael Lavarch said.
The panel had previously determined the alcoholic drink’s design met the standards.
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A first for ABAC
ABAC’s decision is the first of its kind relating to a ready-to-drink product with a brand name and core branding elements taken from a well-established soft drink brand.
“Previous ready-to-drink packaging designs considered by ABAC had been built upon emphasising an alcohol type or a well-known alcohol brand being combined with a soft drink such as cola or ginger ale,” Lavarch said.
“Hard Solo packaging in contrast is led by the brand recognition of Solo soft drink.”
The drink’s producer, Carlton United Breweries, said it was disappointed with the outcome, but accepted the panel’s decision. It was pausing further orders until a new compliant design is produced.
The beverage will be rebranded as Hard Rated.
ABAC is made up of two public health experts, two experts in media or marketing and a chair, and encourages responsible alcohol packaging and marketing. It does not regulate physical alcoholic beverages, nor decide whether alcoholised soft drinks should be permitted in the market.
Caterina Giorgi, chief executive of the Foundation for Alcohol Research and Education, a not-for-profit that works towards making Australia free from alcohol harm, said the reversal showed that the industry-led scheme is not working.
“The ABAC, which was set up and is run by alcohol companies and their lobbyists, waved Hard Solo through by ‘pre-vetting the product’ before it hit the shelves in July,” she said.
“Now the very same scheme is saying that this product appeals to kids.
“Today’s announcement just confirms the very obvious point that alcohol companies and lobbyists cannot be trusted to set their own rules about alcohol marketing.”
