Hard Rated hits $600m in sales as middle-aged drinkers join the party

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Nearly 40 per cent of consumers of the pre-mixed vodka drink are between 35 and 54 years of age, according to brand owner Asahi Beverages.

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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