// Workers AI · dad joke modeWhat did Dare milk say to its friend? "You're a-moo-sing
 Logo used since 2026 | |
 Espresso flavoured Dare Iced Coffee, in a 2L plastic milk container | |
| Manufacturer | Bega Dairy & Drinks |
|---|---|
| Origin | Melbourne, Australia |
| Introduced | 1996 |
| Related products | Farmer's Union Iced Coffee, Boss Coffee, Oak (flavoured milk) |
| Website | dareicedcoffee |
Dare (also marketed as Dare Iced Coffee) is a brand of coffee milk flavoured milk produced in Australia by Bega Dairy & Drinks, a subsidiary of the Bega Group. Originally launched in 1996, the brand is a major participant in the Australian ready-to-drink (RTD) coffee and canned coffee market.
The brand is characterised by its "A Dare Fix'll Fix It" advertising slogan, a long-running marketing campaign that positions the product as a solution for "brain fade" or lack of concentration.[1]
History
[edit]The brand was first launched in 1996 in Melbourne, Victoria.[2] Initially a smaller brand within the dairy portfolio of National Foods, it spent its first decade as a regional competitor to more established flavoured milks, particularly the South Australian Farmer's Union Iced Coffee. The brand underwent a significant strategic relaunch in 2009, which shifted its focus toward a younger, predominantly "blue-collar" demographic, with high-caffeine formulations in its marketing.[3] In 2026 a new variety of double espresso was introduced, advertised as "30 g [per 500ml serve] protein added".[4]
Dare Charged
[edit]While Dare held a long-standing position as the national market leader by volume in the iced coffee segment, recent industry data indicates significant competition from Suntory's Boss Coffee, which captured over 50% of the Australian RTD coffee market share by early 2025.[5] In April 2025 when Bega released Dare Charged, a stronger version of its original iced coffee in a 240ml can as a direct domestic competitor to Suntory Boss' dominance in the Australian market.[6]
"Daremergency Correction" controversy
[edit]In February 2025, the brand faced a significant public relations challenge following a technical error in its "Daremergency" promotional campaign. Hundreds of participants were mistakenly sent email, falsely informing them they had won a $1,000 prepaid Mastercard. Several hours later, parent company Bega Group issued a retraction email, labelled a "Daremergency Correction", which led to consumer backlash and coverage by national news outlets like Nine News.[7] The blunder was further highlighted by competitors like Nedd's Milk, who used the incident for guerrilla marketing by offering their own products to "unlucky losers" as a way to "show some care."[8]
References
[edit]- ↑ Stigell, Fredrika (5 November 2024). "Thinkerbell Unveils Latest "A Dare Fix'll Fix It" Campaign For Dare Iced Coffee". B&T. Retrieved 27 February 2026.
- ↑ "Dare Iced Coffee - 2025 Company Profile - Tracxn". tracxn.com. 16 June 2025. Retrieved 27 February 2026.
- ↑ "Dare Iced Coffee". prezi.com. Retrieved 27 February 2026.
- ↑ As per label, 2 litre package
- ↑ "Fan favourite returns to stores | RW". retailworldmagazine.com.au. Retrieved 27 February 2026.
- ↑ "Dare charges up with strongest RTD coffee yet - Food & Drink Business". www.foodanddrinkbusiness.com.au. Retrieved 27 February 2026.
- ↑ "Aussie iced coffee brand mistakenly tells customers they won $1000". 9news. 13 February 2025. Retrieved 27 February 2026.
- ↑ Jolly, Nathan (13 February 2025). "Nedd's Milk piles on Dare's PR blunder with a cheeky offer". Mumbrella. Retrieved 27 February 2026.