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22 | NOVEMBER 2016 NATIONAL LIQUOR NEWS
BUNDABERG RUM UNVEILS
NEW CORE RANGE PACKAGING
Bundaberg Rum is shaping up for summer with
the launch of a packaging refresh across its core
The new design aims to modernise the
packaging and drive consistency across the
Bundaberg Rum trademark.
Jodi McLeod, Marketing Manager, Bundaberg
Rum said: "Packaging is the number one
touchpoint for consumers across both the on-
and off-premise. 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."
Many of the rum's existing brand icons
will remain, including the square bottle, gold
stripe and the Bundy bear, but they will now be
complemented with more contemporary elements,
which the company hopes will help drive
authenticity, craft and confidence.
While the bear remains it has been refreshed and
will now be larger on pack, in what Bundaberg
describes as "a new design that is a modern interpretation of the original".
The new design also sees the addition of a yellow cap emblazoned with 'The Famous' as well as
clear descriptors on the labels to make the different products in the range clearer to consumers.
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.
The Bundaberg Rum premix range will also be refreshed.
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.
RETAILERS TO WITHDRAW
Rekorderlig's brand owner Åbro, is voluntarily
withdrawing its Cocktail Cans from shelves after
finding the product could be compromised
because of "an issue with the cans".
The company has stressed the product does not
pose an allergen or broader health risk, but that a
small manufacturing defect in the cans supplied for
the Cocktail Cans range has resulted in some "non-
harmful, off-flavours being detected in some drinks".
"Rekorderlig has a reputation for quality and
consumer experience, it is therefore of paramount
importance to us that whilst this poses no health
risk to consumers, we have made the decision to
temporarily withdraw Rekorderlig Cocktail Cans from sale," said Henrik Dunge, CEO AB Åbro Bryggeri.
Retailers are now asked to withdraw all Rekorderlig Cider Cocktail Cans from shelves and wait for
replacement stock. The issue relates to all stock of 250ml canned Rekorderlig Cider Cocktail Cans only
and no other Rekorderlig products are affected.
Any customer concerns should be directed to Rekorderlig's Australian distributor, Coca-Cola Amatil.
Consumers are being asked to direct any questions or concerns to the Consumer Care Centre on
1800 11 2337.
TOTALLY TWISTED SHOTS
LAUNCH EXCLUSIVELY TO
Global Beverage Brands has released a range
of dual-flavoured shots exclusively through
independent liquor retailers.
The shots come in seven liqueur
combinations and are pitched as an effective
impulse buy to increase basket size and return
great margins for retailers.
Varieties include the ABC, B52, Blazin'
Cowboy, Juggernaut, Kamikaze, Pink 'N
Peachy and Si Señor.
Each shot is 30ml with an ABV of 16 per
cent. They are available in three-packs, with
24 three-packs to a carton, and this month a
15-pack party box will be released.
A range of POS options are available
to customers, including large display bins
(pictured), impulse counter units and A3 posters.
Tina Hedinger, International Marketing &
NPD Manager for Global Beverage Brands,
told National Liquor News that Totally
Twisted Shots can deliver "incredible margin
gains" for retailers.
"Totally Twisted Shots are the perfect new
shot offering. They look and taste fantastic and
come in a range of carefully selected flavours
based on popularity. Their three-pack format
is conducive to driving trial as there is little
commitment required, along with the fact that
they sit comfortably at that $4.99 recommended
retail price sweet spot, encouraging the impulse
purchase. Totally Twisted Shots involve a small
outlay for retailers with incredible margin gains.
They are an easy and no fuss option to help
consumers take their over the bar experience
home," she said.
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