Case Study: How Hard Fizz Launches NPD Best-in-Class by Partnering with East Coast 

By JP Purcell – https://www.linkedin.com/in/jp-purcell/ 

When speed, flexibility, and creativity collide — magic happens 

Wade Tiller and the crew at Hard Fizz are known for staying ahead of the curve. Whether it’s launching trending SKUs, trialling spirit-based RTDs, or pushing into functional beverages, the Gold Coast-based brand moves fast — and looks good doing it. 
 
But behind the eye-catching cans and energetic campaigns is a product development process that’s been carefully built for speed, learning, and execution. And that’s where East Coast comes in. 

“It was a game changer when the laser printing happened.” 

Hard Fizz began their journey with East Coast using label stock and mobile canning — but when digital direct-to-can printing became available, everything shifted. 
 
“We weren’t inhibited by all the minimum order quantities, which are a real barrier for us. Once digital printing was on the table, it was a game changer.” — Wade Tiller, Founder of Hard Fizz 
 
With digital cans, Hard Fizz could produce shelf-ready prototypes fast. That meant no more showing up to range reviews with glass bottles and PowerPoint decks. Instead, they walked in with the actual product — filled, printed, and ready to pour. 
 
“It changed our success rate dramatically. We did an extra strength range with East Coast as a prototype — and it got accepted nationally in all major banners.” 

From idea to shelf — fast, flexible, and fully supported 

Hard Fizz’s team doesn’t just move fast — they shoot full launch campaigns months ahead of release, using digitally printed prototype cans to lock in everything from retailer sell-ins to consumer-facing creative. 
 
And behind the scenes, East Coast supports it all with: 
– Flexible MOQs for quick turnarounds 
– Mobile filling that integrates into the brewery’s workflow 
– On-site crews that feel like part of the Hard Fizz team 
 
“They’ve become part of our team here. They’re super efficient, clean, and always embrace what we’re doing. It’s a real partnership.” 

R&D support — and a bonus you might not expect 

With early-stage production runs focused on testing and range reviews, Hard Fizz has also been able to claim their prototypes under the R&D Tax Incentive — something more beverage brands should explore. 
 
“We’ve substantiated that these aren’t going to market. They’re a prototype run for the purpose of range review and testing. That qualifies under R&D” said Wade.  

Product development with fewer bottlenecks 

By removing traditional barriers like long lead times, massive MOQs, and complex logistics, East Coast has become a critical part of Hard Fizz’s ability to innovate with confidence. 
 
From flavor development to artwork execution, the team can experiment, refine, and act quickly — without committing to 100,000 units of untested product. 
 
“Risk mitigation is a big part of it. We’d rather get it wrong on a couple of layers than on a couple of trailers.” 

What does East Coast Canning taste like? 

We couldn’t end the session without asking Wade one last question: 
If East Coast Canning was one of your drinks, which one would we be? 
 
“You’d be the Extra Strength Lemon Lime. It’s my go-to when I want to get stuff done quick. Does what it says on the tin.” 
 
We’ll take that. 

Ready to launch your next NPD like Hard Fizz? 

Let’s help you get to shelf — faster, better, and with less waste. 
Contact our team or book a prototype run today.