UDL has moved into the growing high-ABV premix segment with the launch of its Double Crush 8% range, extending the heritage brand beyond its traditional mid-strength positioning.
The vodka-based line-up is available in 375ml cans at 8% ABV and comprises three flavour variants: Orange & Mango, Guava & Lime, and Pineapple & Passionfruit. The range has been developed to deliver a stronger serve while maintaining balance and drinkability, with flavour positioned as the key driver of repeat purchase.
Owned by Vok Beverages, UDL is positioning the launch as a response to shifting consumer behaviour in the RTD category, where demand is trending towards higher-strength formats that combine perceived value with flavour intensity, particularly for at-home and pre-drinks occasions.
Vok Beverages senior brand manager, Michael Newbold, said flavour always comes first for the company.
“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,” said Newbold.
The company stated 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.
UDL Double Crush 8% is now available nationally through independent bottle shops and online, with an RRP of $33 for a four-pack and $190 for a case of 24.
