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Diageo unveils new Bundaberg Rum packaging

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Diageo has continued investing in Australian rum brand Bundaberg with a packaging overhaul ahead of the Summer.

The new packaging retains the square bottle design and bear logo

The new packaging retains the square bottle design and bear logo

The new packaging features in Bundaberg Rum's core spirit range, including Bundaberg Rum UP, Bundaberg Rum OP, Bundaberg Spiced, Bundaberg Red, Bundaberg Tropics and Select VAT. Bundaberg's premium range will be refreshed in the second half of next year.

The new design retains the square bottle and the Bundy R Bear logo, however the colour yellow has been brought to the fore to give it a "contemporary, vibrant and bold" expression, Diageo said today. The overhaul intends to "drive authenticity, craft and confidence" in the brand, the company added.

The new packaging follows the opening of Bundaberg's new US$5m visitors centre in August and an advertising campaign last month to support the launch of new RTD Bundaberg Rum Lazy Bear.

"Packaging is the number one touchpoint for consumers across both the on- and off-premise," Bundaberg marketing manager Jodi McLeod said today. "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."
 


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