Following Vok Beverages’ acquisition of UDL and Ruski from Diageo in August, the company is stepping up to refresh the products for summer, starting with the launch of Ruski Lemon Black 8%.
Lemon Ruski remains the crisp and refreshing vodka RTD that loyal fans remember. The triple-distilled Australian vodka and glass-bottle gives Ruski that premium edge in a crowded market.
With the launch of The Official Pre-Drinkski campaign and the introduction of Lemon Black 8%, the brand is driving new relevance with younger drinkers who want value, flavour and quality. Featuring double the booze, Vok stated Ruski 8% delivers more kick and more value.
Ruski brand manager, Will Sullivan, said consumers are spending smarter but still want a good time.
“Pre-drinks are now part of Australian culture. People are choosing to start their night at home with friends, and Ruski fits that perfectly. It’s fun, refreshing and affordable,” said Sullivan.
“Lemon Ruski is the original that defined the category. It has built-in loyalty, but it also feels fresh again. It continues to hold strong recognition among drinkers and remains a familiar favourite for new and old consumers.
“The 8% format taps into the shift toward higher-ABV RTDs. It’s offering value while keeping that classic Ruski flavour profile consumers love,” he said.
Ruski Lemon Black 8% is now available at independent liquor stores for RRP $26.00.
