By Amy Looker

Diageo Australia has announced that it will be adding a no sugar product to its Bundaberg Rum RTD portfolio.

Bundaberg Bare No Sugar Cola will launch on May 17 and offer the same taste and strength as the regular Bundaberg Rum and Cola RTD, but without the sugar content.

Diageo Australia will be investing almost $2 million into the launch of Bundy Bare, with $1.4 million slated for an outdoor advertising campaign to commence in August, in-store visibility suites, trial-driving activity at events and a digital relationship marketing campaign.

Diageo Australia made the decision to release a no sugar RTD following research from Nielsen that shows the no sugar RTD segment is growing ahead of the total RTD category at 12.5 percent.

Bundaberg Rum marketing manager, Matt Bruhn, is confident the new product will help increase profit margins for retailers.

“Bundaberg Bare continues the tradition of great innovation on Bundy. With the success of Bundaberg Red Rum we were keen to further boost retailer profits and our offer to consumers. We are delighted that the ideas we create and craft at the distillery are loved by our consumers and research indicates Bundy Bare has high consumer appeal,” he said.

“The Bundy Bare name in particular was really well received by consumers and we are very confident the liquid we have crafted is going to fully deliver on taste expectations.”

Bundaberg Bare No Sugar Cola six-packs have an RRP of $24.99.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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