Was this your first drink? Nostalgic brand now SA-owned
You probably remember drinking this alcopop at house parties in the 2000s. It’s now been bought by a South Australian beverage giant, which is “ushering in a new era” for the premixed drink.
A subsidiary of Bickford’s Group has acquired two pioneering ready-to-drink brands, bringing them into a portfolio that also includes Vale Brewing, Beresford and 23rd Street.
Bickford’s sister company, Vok Beverages, has acquired UDL and Ruski Lemon from Diageo Australia, and said the company would be “ushering in a new era for the pre-mixed drinks that have been part of Australian celebrations since 1965”.
The divestment was “not made lightly”, Diageo Australia managing director Dan Hamilton said.
His company also owns Bundaberg Rum, Smirnoff and Johnnie Walker, and said the company wanted to find the “right partner to take the brands forward”.
You might like
“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,” he said.
“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.”
Vok Beverages managing director Angelo Kotses said the company was “thrilled to be giving UDL and Ruski a bold new chapter, with exciting plans already underway to surprise and delight both customers and consumers alike”.
The sale is expected to be completed by 1 October 2025, with the companies working together to ensure the continued supply of both drinks in the interim.
