MORE BANG FOR YOUR BUCKSKI: RUSKI RECLAIMS PRE-MIX MARKET

Pre-drinks at home before heading out is back in style

Australia’s most nostalgic pre-mix brand, Ruski, is back, and it’s coming in hot. With a bold new look, a modern campaign and the launch of its double-strength Lemon Black 8%, Ruski is reclaiming its place as the go-to drink for pre-party catch-ups across the country.

For anyone who remembers the first sip of a cold Lemon Ruski before a night out, the return of the iconic brand feels like a reunion.

And for a new generation facing the rising cost of nights on the town, it couldn’t have arrived at a better time.

As living costs climb and club prices bite, young Australians are reviving an age-old ritual: pre-drinks.

Gathering at home before heading out is back in style, and Ruski has become the drink of choice for the moment between “let’s go out” and “let’s just stay in.”

“We know how tight things are for young people,” says Will Sullivan, Brand Manager for Ruski.

“We know they’re loving pre-drinks as a way to make their dollar go further, and Ruski is the perfect answer. You can have a few mates around, throw on some music and start the night right.”

Ruski is leaning into its roots while reimagining itself for 2025. Known for its crisp, citrusy Lemon flavour made with triple-distilled Australian vodka, Ruski stands apart in a market now dominated by canned premixes.

Its signature glass bottle evokes that familiar clink that marked the start of countless nights out, the unofficial signal that the weekend had begun.

“Everyone has a Ruski story,” says Sullivan. “People love the nostalgia, but it’s also connecting with a new crowd. It’s fun, it’s light, and it’s exactly how Aussies like to start their night.”

The new campaign celebrates the joy of the pre-drink itself, that spontaneous, music-up, friends-around moment before heading out.

It’s a nod to connection, affordability, and good times that don’t need to come with a considerable price tag.

With its rebrand, Ruski is doubling down on that energy, tapping into the growing culture of at-home socialising.

As more Australians choose to host friends rather than hit expensive bars, the timing couldn’t be better for a refresh of this Aussie favourite.

Enter Ruski Lemon Black 8%, a new addition that delivers the same crisp lemon taste with double the kick.

It’s made in Australia, designed for drinkers who want a more potent serve without losing the flavour that made the original a cult favourite.

“Ruski 8% brings double the strength with the same lemon taste,” Sullivan says. “More punch. More value. More bang for your buckski.”