Neu has entered the ready-to-drink (RTD) market with a no-carbonation vodka-based offering. The vodka RTD, which incorporates electrolytes, was launched in December.
It was developed over nine months and produced in Australia. According to the company, Neu is a category-first offering, combining vodka and electrolytes without carbonation.
Each 330ml can contains 99 calories, is low sugar and uses natural flavours, colours and sweeteners.
The launch reflects broader experimentation within the RTD category as manufacturers look to differentiate through formulation, mouthfeel and functionality-adjacent cues, while remaining compliant with alcohol marketing regulations.
Neu is available in selected Dan Murphy stores, and the company is planning to introduce a direct-to-consumer sales channel as part of its next distribution phase.
