The brand that brought you Australia’s no 1 white spirit premix is now launching a new flavour.

Hard Rated’s alcoholic Lemon Lime Zero Sugar hits shelves this week and is set to be a full-flavour, citrusy hit.

With sweet juicy lime notes and a slight bitterness provided by the alcohol, it’s a new flavour for Aussies drinkers to embrace.

CUB’s Head of RTDs & Cider, Sarah Wilcox said:

“Leveraging a great tasting lemon liquid has seen Hard Rated transcend category, gender and generational divides, appealing to women in their 20s at the same rate as Gen X men and regular beer drinkers. With RTDs increasingly popular among alcohol consumers, we hope Hard Rated’s Lemon Lime Zero Sugar helps continue this trend.

“Our customers told us they wanted more Hard Rated innovation and we’ve responded.”

Since Carlton & United Breweries launched Hard Rated in September last year sales have soared, with Hard Rated now the leading white spirit premix in the country.

Ms Wilcox added: “Hard Rated had proven a great success and shown that adults wanted a refreshing lemon-flavoured alcoholic drink.”

Lemon Lime Hard Rated is 4.5 per cent ABV and is sold in 4 packs of 375ml cans and slabs of 24 cans. RRP is around $24 for a 4-pack of cans.

Media contact: Simon Pristel, Headline PR, 0412 393 433