Bundaberg Rum is launching a packaging refresh across its core product range in the lead-up to summer, with the aim of modernising the packaging and driving consistency across the Bundaberg Rum trade mark.
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.
While many of the existing Bundaberg Rum brand icons will remain – including the square bottle, the gold stripe and the Bundy R. Bear – these will be complemented with more contemporary elements designed to drive authenticity, craft and confidence.
The bear will feature “larger and prouder” on-pack with a new design that is a modern interpretation of the original.
A new yellow cap has been added, emblazoned with ‘The Famous’, while labels with clear descriptors will help consumers understand variations across the Bundaberg Rum product range.
The Bundaberg Rum premix range will also be refreshed, with a “contemporary, vibrant and bold expression of the brand”. Yellow will be the new dominant colour.
“Packaging is the number one touch point for consumers across both on- and off-premise,” Bundaberg Rum Marketing Manager Jodi McLeod said. “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.”
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.