By Amy Looker, editor National Liquor News

Diageo Australia is set to launch innovative new ready-to-drink products under its Bulleit, Bundaberg and J&B brands.

Available in September, Diageo said the new products will help grow the RTD category as a whole.

"As the country's largest RTD producer, we're investing in innovation and paving the way for the future of the category," said Diageo Australia's marketing director, Matt Bruhn. 

"These pioneering new beverages will offer consumers not only convenience, but also the authentic drink they're currently seeking for at home or in venue experiences and we're looking forward to seeing the response to them." [continued below]

The new Bulleit Batches range consists of The Rambler, Kentucky Buck, and Louisville Lemonade, which will be launching in the off-premise in 330ml single bottles with an ABV of six per cent. 

Bulleit Batches will feature rustic frontier bottle designs paying homage to the deep south, and offering a point of difference on-shelf for consumers.

The J&B offering, J&B Mash-Up, is targeting new generation Scotch whisky drinkers with the J&B Mash-Up Ginger Ale and Lemonade and the J&B Mash-Up Sparkling Apple also available to the off-premise in September.  

The Bundaberg Rum Brewed & Crafted range was originally launched in a successful trial in Queensland in March, but will now roll out nationally with an additional two flavour variants.

Developed in conjunction with Bundaberg Brewed Drinks, the Bundaberg Rum Brewed & Crafted varieties are available in 500ml single bottles and include Light & Crunchy – Bundaberg White rum and brewed Apple Ale, Smooth & Shifty – Bundaberg Red rum and brewed Sarsaparilla, and Dark & Stormy – Bundaberg Original rum and brewed Ginger Beer.

The two new flavour variants, Light & Seedy – Bundaberg White rum and brewed Passionfruit Ale and Smooth & Sneaky – Bundaberg Red rum and Creaming Soda, will round out the range as part of the national launch taking place in September.

The Shout Team

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

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