Hard Rated has increased annual sales by about 20 per cent to more than $600 million in the past year, as the canned vodka drink bucks a broader decline in alcohol consumption by attracting an increasingly diverse customer base, including middle-aged Australians.
After being launched in 2023, the pre-mixed beverage built a strong following among younger drinkers, becoming a fixture at football games and house parties thanks to its soft-drink taste, affordable price and sugar-free options.
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