They will be available for a limited time at Coles, Woolworths and independent supermarkets in Australia.
Karl Roche, marketing manager, Diageo, said the launch is part of a a strategic plan to grow its local licensing program into a number of retail categories and Bundaberg Rum’s equity in the market-place.
“This seasonal deal between Bundaberg Rum and Pauls marks the start of our expansion for Bundaberg Rum with selective and product relevant collaborations to enhance occasions and consumer experience with the brand,” added Justin Watson, MD, Asembl.
Pauls Bundaberg Rum Premium Rumball Custard 600g (RRP: $4.90), Pauls Bundaberg Rum Premium Vanilla Rum Custard 600g (RRP: $4.90) and Pauls Bundaberg Rum Flavoured Egg Nog 1L (RRP: $3.30) are now on shelves.
Brand agency, Asembl. brokered the deal on behalf of Bundaberg Rum’s parent company, Diageo with Pauls, to expand Bundy’s presence in the domestic food category.