THE city’s famous Bundaberg Rum is going under the knife for a brand makeover aiming to bring more sophistication to its product, and put common stereotypes of its drinkers to rest.
The starting point is a new logo for the Bundaberg Distilling Company, which includes its three founding fathers, the famous Bundy rum bottle shape and the cane sugar that made the region famous all those years ago.
Bundaberg Distilling Company marketing manager Matt Bruhn said it was important for the brand to not lose touch with its consumers.
“We are constantly keeping up to date,” he said.
The NewsMail took to the streets to find out what people’s perceptions of the brand were and the majority of the responses associated the brew with being “ochre” and “bogan” – and not appealing to women.
“That’s not how we see it – we like to be seen as a great Aussie brand,” Mr Bruhn said.
He claimed 50% of the drop’s drinkers were women and said the company was proud of that fact.
Mr Bruhn said other changes for the famous brand included an entire update of all packaging, new advertising, the release of the 10-year-old Master Distillers Collection and the launch of a new website,
“The brand will continue to build its rum-crafting credentials,” Mr Bruhn said.
Bundaberg man Ryan Turner-Walsh said he felt the brand did not have as much variety as in recent years.
“They should try to make up a new type of rum – something that’s bold,” he said.