Asembl extends Diageo’s Bundaberg rum into food category

Australia’s leading fashion, lifestyle and FMCG licensed brand extension agency, Asembl. has delivered Diageo’s Bundaberg Rum into the food category, bringing the iconic Australian spirit together with the Pauls brand for the release of three decadent Christmas classics with a twist – Pauls Bundaberg Rum Premium Rumball Custard 600g, Pauls Bundaberg Rum Premium Vanilla Rum Custard 600g and Pauls Bundaberg Rum Flavoured Egg Nog 1L.

“This seasonal deal between Bundaberg Rum and Pauls marks the start of our carefully planned and strategic licensed category expansion for Bundaberg Rum with selective and product relevant collaborations to enhance occasions and consumer experience with the brand.  We are excited to be bringing together these two Aussie legends for Christmas and look forward to its retail success,” said Asembl Managing Director, Justin Watson.

Asembl brokered the deal on behalf of Bundaberg Rum’s parent company, Diageo with Pauls to give Aussies a taste of their number one favourites together and expand Bundy’s presence in the domestic food category.

“The strategic growth of our local licensing program into a number of retail categories strengthens our consumer offering and Bundaberg Rum’s equity in the market-place.  The innovation of our brand is an instrumental part of our strategy and this deal with Pauls is just one of many ways our customers can engage and enjoy their favourite Australian rum,” said Diageo Senior Licensing Manager, Food, Declan Hassett.

Leaders in their respective categories and priding themselves on producing the highest quality and best tasting products, Bundaberg Rum is the number one rum brand in Australia with over 65% share.

On shelves across Australia at Coles, Woolworths and independent supermarkets for a limited time, the range will be promoted via a dedicated marketing campaign across all retailers.

Diageo is a global drinks producer with an enviable portfolio of world-famous brands including Bundaberg Rum, Johnnie Walker, Smirnoff, Captain Morgan, Lagavulin, Talisker and The Singleton whiskies, Ciroc and Ketel One vodkas, Baileys, Don Julio and Gordon’s and Tanqueray gins.

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