Australia’s newest RTD has landed, and it’s already rewriting the rules.
NEU, Australia’s first no-bubble vodka + electrolytes ready to drink (RTD), has taken the city by storm, selling out faster than expected in a category defining launch.
Officially released in December, NEU was forecast to have stock last for three months, yet it’s sold through in just a few weeks, with over 12,000 cans of inventory snapped up within the first month on shelf.
Blending premium vodka with electrolytes and natural ingredients, each can of Neu delivers a clean, light and refreshing taste with no carbonation. Each 330ml can contains just 99 calories, is low sugar, with all-natural flavours, colours, and sweeteners. Locally created in Sydney, NEU is the first drink in the country to combine vodka and electrolytes without carbonation and a unique product in the beverage space.
Following nine months of development, NEU entered the market amid strong word-of-mouth across Sydney run clubs, fitness communities and active-lifestyle enthusiasts, building momentum even before launch.
Designed for the crowd that runs at sunrise and parties at sunset, NEU taps into a fastest-growing category of beverages with electrolytes, salts, and minerals. Early consumer feedback has been overwhelmingly positive, with drinkers praising the taste, drinkability, and category-first concept.
Paolo Marinoni, General Manager of NEU, said: “Most premixes taste like alcoholic soft drinks and leave drinkers feeling bloated. That’s what consumers keep telling us, over and over again. Today’s drinkers want it all: to enjoy life fully while staying in tune with their bodies. We identified a clear gap in the market and, in just nine months, took NEU from idea to shelf. Vodka with electrolytes. No bubbles. That’s NEU.
The launch campaign has been led by The Media Society, the Bondi-based social agency founded by Isabelle Lindores, known for creating some of Sydney’s most culturally magnetic social and influencer moments.
“When we first heard about NEU, we immediately knew it would connect,” said Isabelle Lindores, Founder of TMS. “In every friendship group we spoke to, people said the same thing – finally, something I actually want to drink. Watching it sell out so quickly has only confirmed that.”
Following rapid sell-through across launch locations, NEU is now back in stock to meet Summer demand. NEU is currently stocked in 30+ retailers across Sydney, with an up-to-date list of locations available here and further expansion already underway, with new venues and liquor stores coming on board daily.
In February, NEU will also launch direct-to-consumer via https://neudrink.com.au.
PRODUCT DETAILS:
● Product: NEU Lemon Crush + Vodka with Electrolytes
● No Bubbles
● Size: 330ml
● RRP: $19.99 for 4 Pack At Dan Murphys (Prices may range at different retailers)
● Available: Now
● Made in: Australia
Drink of the Summer: NEU Vodka + Electrolytes Sells Out Across SydneyIn A Category-First Launch
