UDL Enters High-Strength RTD Segment with Double Crush 8% Launch

UDL has officially entered the high-strength RTD category with the launch of UDL Double Crush 8%, a new vodka-based range designed to meet growing demand for higher ABV, flavour-led premix options.

The launch marks a significant step for the heritage brand – Australia’s original premix (est. 1965) – as it expands into the fast-growing 8% RTD segment and strengthens its position within the evolving premix landscape.

Available in 375ml cans at 8% ABV, the range launches in three variants – Orange & Mango, Guava & Lime, and Pineapple & Passionfruit – delivering a higher-strength serve while maintaining drinkability, with balanced flavour profiles designed to encourage repeat purchase.

“Flavour always comes first for us,” said Michael Newbold, VOK Beverages Senior Brand Manager. “If it doesn’t taste great, people won’t pick it up again. Double Crush is about delivering a bigger experience without it being overly sweet or heavy – it’s bold, balanced and built to be enjoyed.”

The introduction of Double Crush aligns with shifting consumer behaviour across the RTD category, where drinkers are increasingly seeking higher-strength formats that deliver both value and flavour, particularly within at-home and pre-drinks occasions. The range is positioned to engage both existing UDL consumers and a new generation of drinkers entering the RTD category, offering a more impactful alternative within the premix set.

Flavour Profiles:

– Orange & Mango (375ml, 8%): A combination of citrus zest and tropical sweetness delivering a bold, fruit-forward profile.

– Guava & Lime (375ml, 8%): Juicy guava balanced with zesty lime for a sharper, more refreshing finish.

– Pineapple & Passionfruit (375ml, 8%): A vibrant mix of tangy pineapple and passionfruit with a clean, crisp profile.

To support the launch, UDL has partnered with Australian band Playlunch as part of a 27-date regional tour across VIC, NSW, QLD, WA and TAS. The partnership is designed to drive trial and brand visibility across key regional markets, with opportunities for on-premise activation, sampling, and consumer engagement aligned to live music and event-based occasions.

Vok Beverages is one of Australia’s leading independently owned beverage companies, with a portfolio spanning award-winning spirits, liqueurs, wines and ready-to-drink offerings. With a focus on innovation, quality, and regional craftsmanship, Vok Beverages is committed to creating products that resonate with modern consumers while honouring the legacy of Australian distilling.

UDL Double Crush 8% is available now in independent bottle shops nationally and online via Sippify (RRP: 4-pack: $33.00 and case of 24: $190.00).