
UDL is making a comeback, unveiling a full brand refresh that brings cleaner packaging, a tighter flavour range and sharper pricing to one of Australia’s longest-standing premix names.
Now owned by Vok Beverages, the update aims to reintroduce the classic ready-to-drink (RTD) brand to a new generation of drinkers while giving long-time fans a clearer, more modern look on shelves.
“It’s always an interesting design and marketing challenge to refresh an iconic brand like UDL, particularly one that’s had a few evolutions over the past 60 years,” said Michael Newbold, Senior Brand Manager.
“We focused on three key pillars – logo recognition, can in hand appeal, and flavour first communication. The result is something we’re incredibly proud of, and early feedback from both consumers and retailers has been overwhelmingly positive.”
The redesign swaps the old retro aesthetic for bold colour blocks, simplified branding and flavour-first cues that make each can easier to spot in-store. There are also subtle nods to UDL’s Australian roots, including a reference to its long-running nickname, “Oodles”.
The first wave of refreshed cans is already available at national retailers such as Dan Murphy’s, including flavours like Passionfruit and Lemon Lime Soda, Mixed Packs, Ouzo and Cola, Raspberry and Lime. More flavours will switch to the new design over the summer.
Beyond packaging, UDL is repositioning itself around culture, community and the brand’s contribution to Australia’s drinking history.
“Sixty years ago, UDL delivered a drink format made for the people – long before Australians were ready to drink something beyond beer or wine,” said Newbold.
“UDL has always reflected the evolution of Australian drinking culture. Decades ago, it launched an Ouzo and Cola inspired by our Mediterranean communities – a drink that’s still available today. For us, that’s the power of culture: creating drinks that connect with all corners of the community.”
UDL has also partnered with South Australian creative agency SAUCE to build a new platform centred on individuality and self-expression under the line “You Do You”, which will guide future advertising, in-store displays and social storytelling.
“Our new positioning celebrates choice, freedom, and self-expression – while embracing the uniquely Australian aspects of our culture and connection to great drinks,” said Newbold.
The brand is also leaning into its own mythology, retelling the long-circulated origin story of two beverage executives who allegedly grew tired of mixing drinks on the golf course and created a premixed solution.
“The story goes that two beverage executives would meet for golf, one bringing the spirit, the other the mixer. Eventually, they decided there had to be an easier way – and from that collaboration, UDL and one of the world’s first premix brands were born,” Newbold said.
“Whether or not it’s true, it perfectly captures the Australian knack for innovation and simplicity.”
To support the relaunch, UDL is rolling out a national promotion in November that gives customers the chance to win festival tickets, overseas travel or $15,000 cash, alongside strong summer activity and prominent in-store visibility.
Source: HHPR
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