Rumours of further rules and regulations on ready-to-drink (RTD) beverages in NSW have been quashed, with the Minns government ruling ‘enough is enough’.
The state regulator, Liquor & Gaming (L&G) NSW, was understood to be considering new guidelines, specifically to regulate alcoholic versions of soft drinks. These would influence beverage companies in production and marketing, and specify what governing bodies are to do in cases where products are seen as unsuitable.
These proposed guidelines expand on existing laws, outlining how products will be assessed, to help ensure they aren’t marketed to under-18s.
A spokesperson for L&G stipulated that guidelines would encompass new product design, packaging and promotion, to keep them compliant “with NSW legislation and community expectations”.
This is a response to the increasing prevalence of alcoholic drinks sporting sweet flavour profiles, especially seen in flavoured vodkas and ginger beers, for fear they have greater appeal to youth.
L&G offered that it will “consider feedback” before any final decisions are made.
This proposal was in line with a decision by the Alcohol Beverages Advertising Code Scheme (ABAC) in late 2023 to rule that CUB’s ‘Hard Solo’ was not appropriate, despite having previously said it met the requirements of the Code.
Traditionally marketed as “a man’s drink”, not aimed at children, the big brewer was none the less forced to change the name to Hard Rated, after an ABAC review panel ruled it had ‘strong or evident appeal to minors’.
Having been in the market for nearly half a year, CUB was forced to undertake a re-branding campaign to re-assure customers that “the taste won’t change when the name changes to Hard Rated”.
The proposal has angered many, in the wake of the regularly ratcheting alcohol excise, due to rise again in February, and the so-called alco-pop tax on RTDs. One industry source suggested to Newscorp that the plan wanted “unelected bureaucrats to become pseudo ‘taste police’ … banning drinks they decide are too fun”.
ClubTIC requested Liquor & Gaming NSW clarify its plans on the proposal, and was told it would not be proceeding with the guidelines as the existing rules were doing the job.
“The Minns Labor Government has determined that no further regulation is needed regarding alcoholic versions of soft drinks,” replied a spokesperson for the Minister for Gaming and Racing David Harris.
“The government believes the current regulatory environment is appropriate for managing the risks of underage drinking without stopping adults from making their own decisions about what they drink.”
