The original pre-mixed drink, UDL—which pioneered the global RTD category—and Ruski Lemon have been acquired by South Australia’s Vok Beverages.

Diageo Australia today announced the sale of UDL and Ruski Lemon, acknowledging the strong loyalty to the brands and the importance of finding the right partner to take them forward.

Diageo Australia Managing Director Dan Hamilton said: “The decision to sell UDL and Ruski was not made lightly, but we believe it is the best way to preserve the legacy of these iconic brands and unlock future growth and innovation across Diageo’s broader portfolio. In Vok Beverages, we have a partner with the vision, values, and capability to take the brands forward with the passion and pride that have defined this Australian RTD pioneer since 1965. 

“We know these fantastic brands will be in great hands with a company that has its own proud history stretching back over 150 years, with a proven track record of innovation, strategic investment, and brand building.”

Part of the Bickford’s Group of Companies, Vok’s portfolio including iconic Australian brands including Bickford’s, 23rd Street, Vale Brewing and Vok Liqueurs,

Vok Beverages Managing Director Angelo Kotses said: “Since 2002, Vok Beverages has been proudly crafting exceptional spirits, RTDs, beer, and wine from our local manufacturing facility in South Australia, building trusted brands with a passionate consumer following. 

“We’re thrilled to be giving UDL and Ruski a bold new chapter, with exciting plans already underway to surprise, inspire, and delight both customers and consumers alike.”

Diageo Australia and Vok Beverages will work together to ensure a smooth transition for the continued supply of UDL and Ruski to their customer base. The parties plan to complete the sale of the brands by 1 October 2025.

UDL’s premix remix

Diageo gave UDL a new look in 2021, with a bright, retro redesign across the range of flavours.

Marketing Manager – Light Spirits Maddy Stockwell said at the time: “UDL is a brand that has been loved in Australia since 1965, however it’s also been a brand that has taken the back seat for far too long in recent years. We are bringing back this much-loved Aussie staple with a refreshed look, just as good as you remember.

“The philosophy for the redesign was to take inspiration from the past – the retro shapes and vibrant colours that dominated decades gone by when UDL was in its heyday. It’s hard to not feel a little nostalgic when opening a UDL pack.”

Stockwell added that UDL been performing well compared to other premixes in the market.

“UDL has become increasingly popular over the past quarter, with sales jumping ahead of total spirits and total pre-mix offerings,” she noted.

“In just the past four weeks, we’ve seen a significant uplift in people reaching for UDL as their drink of choice. This gives us confidence that shoppers are starting to rediscover the great taste of UDL now that it is so easy to find in the fridge thanks to our fantastic, bright new pack design.”

UDL added canned cocktails to its range in late 2021, followed by Margarita Casks in 2022.

Diageo reports annual sales for Asia Pacific

Diageo released its FY25 Annual Report last week, with net sales declining 4.8% in the Asia Pacific, due to organic net sales decline, the disposal of Windsor and unfavourable foreign exchange.

Australia net sales declined 6.9%, reflecting softness in Johnnie Walker and in RTDs. This was partially offset by strong Guinness performance in the first half. In the second half, Diageo transitioned its beer route-to-market to a licence brewing model, a strategic shift to support the long-term growth of Guinness in the market.

Organic net sales declined by 3.2%, “due to continued macroeconomic challenges, notably in China and South East Asia”, category pressure in Travel Retail Asia and the transition to a licence brewing model for Guinness in Australia and New Zealand.

This was partially offset by India where performance was strong, supported by good volume growth.