By Andrew Starke

Bundaberg Rum will next month (November) add a new rum to its Master Distiller’s collection following the release of Bundaberg 10 Year Old Rum earlier this year.

Bundaberg Rum Port Barrel, the second limited edition release, will see special rum reserves finished in port barrels sourced from the famous South Australian Barossa Region blended with traditionally finished six year old rums.

The result is said to be ‘an indulgence for premium rum drinkers and an exciting adaptation for current enthusiasts and expresses all the taste signatures for which Bundaberg Rum is renowned, with a soft rounded finish’.

“This special second release from the Bundaberg Rum Master Distillers’ Collective aims to highlight the brand’s ongoing dedication to quality and authenticity,” said Diageo Australia marketing director, Matt Bruhn.

“By creating a series of limited edition rums that go beyond what consumers have come to expect from the category, we hope to prove that we are not only innovators but that we are a brand which hasn’t lost sight of its incredible heritage.”

Bundaberg Rum is investing an initial $300K into the launch, which has been moved from today (Oct 10) to November 14.

Current planned activity includes extensive PR and advertising activation, a distillery launch in September, in-store visibility, online fan interaction via Facebook and the Bundaberg Rum website, as well as a special release gift box for the first 1000 bottles sold at the distillery.

With the consumer trend towards premiumisation still in growth , retailers and selected Bundaberg ‘Hero’ on-premise bartenders will be encouraged to maximise this opportunity through careful placement of the eye-catching bottles either on-shelf or on the backbar for greater visibility.

Bundaberg Master Distillers’ Port Barrel is available in 700ml bottles for RRP $79.99 (ABV 40%), and will be accessible to the trade from next month.

The Shout Team

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

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