AUSTRALIA: Diageo lines up Bundaberg limited edition

By just-drinks.com editorial team | 18 September 2008

Diageo has lined up the rollout of a limited edition variant from its Bundaberg stable in Australia.

The company's Australian unit confirmed today (18 September) that Bundaberg 101 will launch in the country next month, targeting the festive season. Specific details of the size of the limited edition run were not immediately available.

Bundaberg 101 has been created to commemorate a fire that destroyed the Bundaberg distillery in 1907. Included in the gift box for the rum is a reproduction of the story covering the fire that ran in the Bundaberg and Burnett Mail on 8 February, 1907.

The launch will be supported by in-store materials, including bottle glorifiers, A3 head cards, wobblers and bottle neck tags.

The limited edition will retail in the Australian off-trade for AUD49.99 (US$39.60) per 70cl bottle.

Sectors: Spirits

Companies: Diageo