By Annette Shailer
Diageo Australia has launched Bundaberg Reserve rum, a new permanent fixture in the premium rum category, available from June 1.
The company will invest more than $1m over the next year to support the brand through media, digital, trade and PR activity.
Bundaberg Reserve rum retains the distinct hallmarks of Bundaberg Rum but is old oak aged in handcrafted vats resulting in rich, dark notes, with a hint of oak.
It is the latest offering from Diageo and comes on the back of last year’s Bundaberg Red and the Bundaberg 101 rum limited-edition.
Bundaberg Distilling Company chairman, John Green, said that marketing for the new offering will be especially prominent over Father’s Day and Christmas.
“Bundaberg Reserve rum is a truly premium rum with all the character Bundaberg Rum is renowned for. It’s quickly becoming a personal favourite given its unique taste profile, and we’re excited to offer it to our loyal consumers and customers.”
Bundaberg Reserve rum will be available nationally in 700ml bottles.