Diageo ‘evolves’ Bundaberg Rum with new look

Diageo is set to “evolve” its Bundaberg Rum brand with a complete packaging refresh designed to “drive authenticity, craft and confidence”.

Diageo aims to modernise the packaging and drive consistency across the Bundaberg Rum trademark

The new packaging will feature across 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, such as the square bottle, gold stripe and iconic Bundy R. Bear; a new yellow cap featuring the strapline, ‘The Famous’, has been added, and clearer labels will draw consumer attention to variations across the range.

The bear has also undergone a redesign, and a modern interpretation of the original will feature more prominently on the design.

The Bundaberg Rum premix range will also be refreshed with a focus on yellow – the new “dominant colour”. The look will translate across wraps to create brand blocking in-store.

“Packaging is the number one touchpoint for consumers across both the on- and off-premise,” said Jodi McLeod, marketing manager, Bundaberg Rum 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 will continue into next year, when Bundaberg Rum’s premium spirit range will welcome a packaging refresh.

A new look for for Bundaberg Rum Small Batch, the Master Distillers Collection and Royal Liqueur is slated to launch in the second half of 2017.