By Andy Young
Bundaberg Rum is shaping up for summer with the launch of a packaging refresh across its core product range.
The new design aims to modernise the packaging and drive consistency across the Bundaberg Rum trademark.
Jodi McLeod, Marketing Manager, Bundaberg Rum said, “Packaging is the number one touchpoint for consumers across both the on and off premise. Initial research has shown that the new packs are more recognisable and easier to navigate in store. Added to this is the use of consistent language to drive better understanding of the different liquids and variants in both our glass bottle and premix range.”
Many of the rum’s existing brand icons will remain, including the square bottle, gold stripe and the Bundy bear, but they will now be complemented with more contemporary elements, which the company hopes will help drive authenticity, craft and confidence.
While the bear remains it has been refreshed and will now be larger on pack, in what Bundaberg describes as “a new design that is a modern interpretation of the original”.
The new design also sees the addition of a yellow cap emblazoned with ‘The Famous’ as well as clear descriptors on the labels to make the different products in the range clearer to consumers.
The new packaging will feature in Bundaberg Rum’s core spirit range including Bundaberg Rum UP, Bundaberg Rum OP, Bundaberg Spiced, Bundaberg Red, Bundaberg Tropics and Select VAT. The Bundaberg Rum premix range will also be refreshed.
The evolution of the brand will continue into next year with Bundaberg Rum’s premium spirit range also undergoing a packaging refresh. New designs for Bundaberg Rum Small Batch, the Master Distillers Collection and Royal Liqueur will launch in the second half of 2017.