Vok Beverages acquires UDL and Ruski Lemon from Diageo 

AUSTRALIA – Vok Beverages has acquired two of Australia’s longest-standing ready-to-drink (RTD) brands, UDL and Ruski Lemon, from global alcoholic beverage leader Diageo.  

The financial terms of the transaction were not disclosed. 

The acquisition marks a significant milestone for Vok Beverages and the two heritage RTD brands, which have been part of the Australian beverage market for decades.  

UDL, first launched in 1965, and Ruski Lemon, introduced in 1997, have both played an important role in shaping consumer choices in the RTD category. 

According to Diageo Australia’s Managing Director, Dan Hamilton, the decision to divest the two brands was strategic.  

“The decision to sell UDL and Ruski was not made lightly, but 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,” Hamilton stated. 

Vok Beverages’ Managing Director, Angelo Kotses, expressed enthusiasm about the acquisition. “Since 2002, Vok Beverages has been proudly crafting exceptional spirits, RTDs, beer, and wine from our local manufacturing facility in South Australia, building trusted brands with a passionate consumer following. We’re thrilled to be giving UDL and Ruski a bold new chapter, with exciting plans already underway to surprise, inspire, and delight both customers and consumers alike,” Kotses said. 

The company, which is part of the South Australian-owned Bickford’s Group of Companies, already manages a diverse portfolio of premium spirits, RTDs, liqueurs, and non-alcoholic beverages. 

Its lineup includes well-known Australian brands such as Bickford’s, 23rd Street, Vale Brewing, and Vok Liqueurs. 

For Diageo, the sale comes as the global spirits producer intensifies efforts to streamline operations and improve financial performance.  

The company recently announced plans to cut costs by US$500 million over three years while targeting $3 billion in free cash flow by fiscal year 2026. These changes follow the recent departure of global CEO Debra Crew. 

Both companies have confirmed they are working together to ensure a smooth transition. The sale is expected to be completed by the start of October, with continued supply guaranteed for Australian and international customers. 

Hamilton emphasized confidence in the partnership, noting that Vok Beverages has the “vision, values, and capability” to take UDL and Ruski forward while preserving their legacy. 

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