Bundaberg Brewed Drinks is repackaging its entire brewed beverage range in classic 375ml ‘stubby’ bottles. The new packaging is aimed at encouraging greater consumer interest and trial of the whole range, particularly from younger consumers.
The move is in response to consumers highlighting the iconic stubby bottle and unique ring-pull cap as compelling features of the company’s Bundaberg Ginger Beer, according to CEO John McLean.
“During research, consumers consistently underlined the attraction – and their love – of the classic stubby bottle and ring-pull cap packaging,” he said. “They love the unique shape and authentic, nostalgic feel of the bottle. Importantly, we believe the classic stubby bottle will drive strong awareness and take up of our entire beverage range.”
Additionally, the packaging of the whole range has been revitalised to further highlight the brewed nature of Bundaberg Brewed Drinks’ beverages and use of natural ingredients. Each flavour has a stamp on the label, highlighting the number of days it has been craft-brewed for.
Traditionally, Bundaberg’s Ginger Beer and Sarsaparilla were the only Bundaberg Brewed Drinks beverages packaged in the 375ml bottle, with the 11 other flavours in a 340ml bottle.
The range comprises Bundaberg Ginger Beer (plus Diet), Sarsaparilla (plus Diet), Traditional Lemonade, Apple Cider, Burgundee Creaming Soda, Pineapple & Coconut, Guava, Pink Grapefruit, Blood Orange, Peach, Passionfruit, and Lemon, Lime & Bitters (plus Diet).
A major communications campaign to capitalise and “build on the excitement” of the repackaging will support the new format. The new packaging should be integrated into the market by September.
