By Andrew Starke
Diageo Australia has added a new limited edition RTD to its Bundaberg Rum stable with Bundaberg Crisp to be rolled out to the trade over the course of this month (October).
The spirits giant described the brand extension as ‘an exceptionally dry and crisp blend of double-distilled, oak-aged Bundaberg Rum, soda and lime’.
Bundaberg Crisp has 30 percent less carbohydrates per 375 ml can than Bundaberg Rum and Cola.
Diageo expects Bundaberg Crisp to deliver for retailers this summer as dark RTDs are currently driving category performance at six percent growth versus total RTD category growth of four percent.
The company cites Nielsen (MAT Jun 2010) figures showing its Bundaberg Rum RTD tracking at eight per cent – double total category growth.
Research also shows that Bundaberg Rum RTD shoppers purchase double the quantity of regular RTD shoppers with an average spend of $56 per purchase.
Diageo Australia will be supporting Bundaberg Crisp heavily with a comprehensive marketing and advertising campaign that will include trial, awareness in-store, radio and outdoor advertising.
Retailers will be supported with in-store visibility through a POS suite including header cards, cube promoter header, double sided pillar posters, pack pole stands, electrostats, A-frame corflutes, esky header cards and on-premise tent cards.
“This new and exciting innovation from Bundaberg Rum is the ideal summer addition to the Bundaberg Rum RTD portfolio,” said Bundaberg Rum marketing manager, Matt Bruhn.
“We are confident Bundaberg Crisp, with its light and exceptionally dry taste, will gain credibility as the ultimate RTD choice this summer. Bundaberg RTDs are in a very strong position at double total RTD category growth and retailers can only benefit from the introduction of Bundaberg Crisp to their RTD range.”
Bundaberg Crisp is available in six-packs of 375 ml cans at 4.5 percent ABV and will retail on promotion for $21.99 per six-pack.
It has been available to trade from October 11 and is a limited edition product for the summer period available until stocks run out.