Hard Rated hits milestone as Orange Passionfruit launches

Australia's most popular pre-mixed alcoholic drink, Hard Rated, has achieved a milestone $1.5 billion in retail sales and plans to build on that success with the launch of new flavour Orange Passionfruit Zero Sugar 4.5%.

The new Orange Passionfruit flavour, now on sale at liquor stores around Australia, joins the growing core flavour range, including Lemon, Lemon Lime and Orange.

Since launching in July 2023, Hard Rated has delivered $1.5 billion in sales to Australian bottleshops and makes up around one third of all light spirit RTD retail sales.

The new Zero Sugar Orange Passionfruit is 4.5% ABV, pairing the familiar citrus hit of orange with tropical passionfruit for a refreshing balance of sweetness and tang.

Hard Rated spokeswoman Lauren Fildes said Australians were embracing orange and tropical flavours.

“The success of Hard Rated Orange makes Orange Passionfruit the natural next step for the brand,” Ms Fildes said.

"When a flavour performs as strongly as Hard Rated Orange, you don't reinvent it, you build on it. Orange Passionfruit delivers the same refreshing citrus hit with a tropical twist that we’re confident fans of Hard Rated will love.

"We’re incredibly proud of Hard Rated’s success and how it’s delivered sales of more than $1.5 billion for our retail customers in just three years." Hard Rated Orange Passionfruit (4.5% ABV) is available in 375mL cans in 4-packs, 10-packs, 24-packs and 30-packs.

The Hard Rated range also includes Lemon (4.5% and 6% ABV), Zero Sugar Lemon (4.5% ABV), Lemon Lime (6% ABV), Zero Sugar Lemon Lime (4.5% ABV), and Orange (4.5% ABV).