Does this alcoholic version of Solo appeal to underage drinkers? Critics think so, but the company behind the beverage “strongly refutes” the claims. Read more:
Hard Solo is only available to adults, but its branding has come under scrutiny and a complaint has been lodged.
Critics say its branding could appeal to young people, and they're calling for a tightening of marketing regulations.Solo is a lemon-flavoured soft drink manufactured by Asahi Breweries, which comes in yellow packaging with black accents. "That's why we're seeing examples of products that are going to appeal to young people, such as this soft drink alcohol product, and we know that sweet, fruity-flavoured drinks will appeal to young people," she said.
"This is a product that has the name of a soft drink and is in a can that looks like a soft drink and tastes like a soft drink and yet it has alcohol in it," she told ABC TV. "I've said a lot over the last several months about my determination to deal with that marketing of vapes or E-cigarettes, which is so clearly targeted at young people, in some cases very, very young people."The Alcohol Beverages Advertising Code Scheme prohibits the marketing of alcohol to minors.
According to CUB, 85 per cent of regular Solo consumers are adults, and Hard Solo is expected to be purchased predominantly by 25 to 50-year-olds.CUB said Hard Solo is not being promoted through traditional out-of-home advertising, TV or radio campaigns.
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