Bundy Rum gets crafty

Diageo Australia hopes to breathe new life into the embattled RTD sector with the launch of three new pre-mix drink ranges including Bundaberg Rum Brewed & Crafted.

The Bundaberg RTDs, which were first trialled in Queensland, were created in league with neighbouring soft drink maker Bundaberg Brewed Drinks and will launch in September.

The three variants include Light & Crunchy (Bundaberg white rum and brewed apple ale), Smooth & Shifty (Bundaberg red rum and brewed sarsaparilla) and Dark & Stormy (Bundaberg original rum and brewed ginger beer). They will be available in 500ml single bottles for $8.00.

“As the country’s largest RTD producer, we’re investing in innovation and paving the way for the future of the category,” Diageo Australia marketing director, Matt Bruhn, said.

Diageo’s new Bulleit Batches range is based on Bulleit American Whiskey and includes three variants – The Rambler, Kentucky Buck and Louisville Lemonade – which will each retail at $6.99

The company is also launching a J&B Mash-Up canned range based on J&B Scotch whisky and comes in two variants: J&B Mash-Up Ginger Ale and Lemonade and J&B Mash-Up Sparkling Apple. Each will retail for $19.99 per four-pack.