By Ian Neubauer

Diageo Australia, distributor of Australia’s famous Bundaberg Rum, is investing more than $200,000 into the launch of the new Bundaberg 101 limited edition rum.

Bundaberg 101 Rum limited edition has been created to commemorate 101 years since the Queensland distillery was nearly destroyed by a mysterious fire on February 7, 1907.

It is also a tribute to the people who, over a century, have helped overcome numerous setbacks to make Bundaberg Rum brand the sixth largest alcohol beverage brand in Australia.

The taste profile is dark, rich and complex and finishes with a faint hint of smoky wood. The 700ml bottle is packaged in a stylish gift box featuring singed edges from the lick of flames and a reproduction of a genuine newspaper article reporting the fire.

Bundaberg 101 Rum limited edition will drive sales of the Bundaberg Rum brand over the holiday period, appealing as the ideal gift for brand devotees. Its launch will be supported by an extensive PR campaign to drive foot traffic into store, including bottle glorifiers, A3 head cards, wobblers and bottleneck tags.

“The Bundaberg 101 Rum limited edition premium rum is another example of the brand’s great history of innovation and highlights Bundaberg Rum’s heritage and provenance,” said Diageo Australia group marketing manager – Bundaberg Rum, Tracey Peterson.

“Packaged in a specially designed collectors box, Bundaberg 101 Rum will make an excellent gift this Christmas for all rum drinkers, driving incremental gifting sales over the Christmas period.”  

Bundaberg 101 Rum limited edition will be available in off-premise nationally at RRP $49.99.

The Shout Team

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

Leave a comment

Your email address will not be published. Required fields are marked *