Alcoholic seltzer brand Hard Fizz secures distribution deal with SouthTrade International

A Queensland alcoholic seltzer brand popular with celebrities such as Paris Hilton has secured a distribution deal to boost its national rollout.

Alcoholic seltzer brand Hard Fizz is toasting a new distribution deal with Australia’s fastest growing spirit and ready-to-drink business, SouthTrade International.

The partnership, which started on Tuesday will help in the national rollout of a number of new products for Hard Fizz, including their new extra strength light ready-to-drink offering and non alcoholic Fizz Functional range.

The deal will see Sydney-based SouthTrade take on all customer trading, trade marketing, supply and logistics responsibilities for Hard Fizz.

The company also distributes Fireball, Australia’s fastest growing premium whiskey; Buffalo Trace Bourbon, Australia’s fastest growing super premium whiskey; and Sheep Dog Peanut Butter Whiskey. Hard Fizz will maintain full ownership of its brand.

Hard Fizz chief executive Wade Tiller.

Hard Fizz chief executiveand co-founder Wade Tiller says the partnership was no accident or “even opportunistic”

“This is a very deliberate coming together of two brands which are very aligned in core values and mission. Both Hard Fizz and SouthTrade are in this to dream big, make a difference and ultimately have fun,” he says.

Gold Coast-based Hard Fizz was founded at the height of the Covid pandemic in 2020 by a host of celebrity owner ambassadors including Grammy nominated DJ, Fisher, and his podcaster wife, Chloe, professional surfers Laura Enever and Nikki Van Dijk as well as TV chef Hayden Quinn.

AFL Crows star Rory Sloane has also signed on in recent months along with podcaster, Ellidy Pullin.

The brand has sold more than 4.5 million cans worth more than $19m and is now the number one independently owned alcoholic seltzer by value.

US socialite Paris Hilton is reportedly a fan of Gold Coast-based Hard Fizz.

Slice of history

A slice of its business history has been placed on the market as the family behind Goldsteins Bakery moves to sell a prime retail holding in Surfers Paradise.

Goldsteins Bakery become an institution on the Gold Coast, with the foundations for the business laid in 1944 by Julius and Paula Goldstein, who established Queensland’s first kosher bakery, the Busy Bee, in Brisbane’s Roma St.

The family moved to the Gold Coast in 1957 where they opened a new bakery at the 3218 and 3220 Surfers Paradise Boulevard which is now on the market.

Second-generation Goldstein family members Frank and John took over the business

and rebranded it as Goldsteins Bakery after the death of their father Julius in 1962.

Frank Goldstein at a Goldsteins Bakery on the Gold Coast.

The store, renowned for its pies, sausage rolls and cakes, was an institution on the Coast until the bakery closed over 10 years ago. Goldsteins Bakery now has nine retail outlets across the Gold Coast.

Colliers’ Steven King has been appointed by the Goldstein family to auction the two properties in a single line.

“The Goldstein family and this holding have earned their place in Gold Coast history as

business pioneers who helped drive the entrepreneurial spirit the city is now renowned

for,” he says.

“The upcoming auction represents a significant opportunity for a buyer to secure a

foothold in the central retail precinct of Surfers Paradise which is quite tightly held and

where we haven’t seen many freehold sales in recent years.”

Colliers is conducting an in-room auction Thursday, August 31 at 11am.

The Goldstein family's former bakery site at the 3218 and 3220 Surfers Paradise Boulevard.