Redefining the Hard Seltzer Experience

Hard Rock International wanted to create their very first line of hard seltzer adult beverages with their partner Stewarts Int. The goal was to use brand licensing as a strategic way to position Hard Rock® Premium Hard Seltzer with customers and fans nationwide in 2021. The Hard Rock Premium Hard Seltzer brand was designed and crafted for music fans in a variety of stand-out options that highlight Hard Rock Cafe’s® most prominent cocktails and fan favorite flavors, with each can featuring the iconic Hard Rock® logo and a guitar symbol.

Sagon-Phior was hired to create, name and design the new brand and packaging. We looked at the brand’s core DNA that is deeply rooted in music to develop a highly targeted product look and feel. This targeted approach assists in extending the world-renowned dining and entertainment brand’s consumer reach. We worked with Hard Rock and Stewarts to develop unique flavor profiles and music-inspired package designs that fans will love. As Hard Rock continues to grow their licensing platform globally, this product specifically positioned a premium brand launch within a surging wine and spirits category.