Hard FIZZ, the seltzer brand owned by high profile Australian DJ artist, FISHER, has landed a lucrative commercial deal with next month’s LIV Golf event in Adelaide as the official alcoholic soda supplier of the tournament. The deal was formed in the wake of an accidental PR stunt at last year’s event where FISHER performed a ‘shoey’ on the golf course. The seltzer brand will be teaming up at the event with Coles Liquor Group as the official retail partner.
“I can assure you, it absolutely wasn’t planned but I think, without that ‘shoey’, I doubt there would’ve been a conversation with LIV Golf,” said Wade Tiller, CEO at Hard FIZZ.
“The event particularly wants to partner with noise making disruptors – it doesn’t get much more disruptive than a lunatic DJ trying to drink a FIZZ from a shoe with [Australian golfer] Cameron Smith.
The partnership with the LIV Golf Adelaide tournament, which is expected to receive a global audience in the millions, marks a major milestone for the independent seltzer brand, which has steadily been building momentum over recent years. This includes going national in all 1400 BWS outlets earlier this year and the recently announced outroll of three Hard FIZZ SKUs across more than 800 First Choice and Liquorland stores nationwide. In total, more than 500,000 cans of Hard FIZZ are expected to be delivered to these stores over the coming fortnight.
FISHER will once again be returning as the LIV Golf Adelaide headline musical act for 2024.
“I couldn’t possibly tell you what ‘Fish’ has got in mind for this year’s tournament because truly, there’s nothing premeditated about that bloke; he doesn’t think, he’s just a born entertainer,” said Smith.
“In all seriousness though, this is a major shot in the arm for our brand. The tender process for these events, and to lock down an exclusive supplier deal, is akin to hitting a hole in one – near impossible.”
Hard FIZZ seltzers will be available for purchase throughout the course and hospitality areas. An estimated 30,000 cans of Hard FIZZ are expected to be sold throughout the tournament’s three day duration.
According to Hard FIZZ’s CEO, the brand’s social profile has been key to its growth.
“Hard FIZZ is still an independent – that’s what makes this so remarkable,” said Tiller.
“This brand is built almost entirely on its social profile – it’s not just ‘Fish’ who’s involved, there’s his wife Chloe and fellow podcaster, Ellidy Pullin, surfers Laura Enever and Nikki Van Dijk; TV chef Hayden Quinn is in there, plus AFL star Rory Sloane… There’s millions and millions of followers between them; that’s a huge customer base.
“The product is a market leader though, it sells because it’s good and there’s demand for it.”
LIV Golf Adelaide will take place over three days from April 26 to April 28. Tickets are available for purchase here.
