Bundaberg Brewed Drinks (BBD) has teamed up with Woolworths to launch an exclusive, limited-edition Retro Ginger Beer 10 pack for summer, with bottles and secondary packaging sporting new design, which pays homage to the longstanding history of the iconic Australian brand.
The Australian brewer has recreated the original artwork from its 1968 Bundaberg Range as a nostalgic flashback for consumers.
The Retro Ginger Beer carton, which is timed for Christmas, features vintage imagery of BBD’s original Electra Brewery on the front panel, as well as four hero images that celebrate the rich history of the fourth-generation Australian family-owned business.
“When beginning on the limited-edition Retro Ginger Beer packaging, there was one goal at the forefront – to pay homage to the 54 year history of Bundaberg Brewed Drinks,” said Penny Glasson, CMO at Bundaberg Brewed Drinks.
“While our brand has evolved since we first started brewing 54 years ago, our visual language has remained true to heritage. Through four different back panels, incorporated across a hero limited-edition Retro Ginger Beer design, we are commemorating the backstory of our iconic brand. The creative direction focused on our regional beginnings in Queensland, our continual pursuit for real ingredients, our decision to use time honoured brewing methods, and our unique product rituals to ensure a perfect sip.”
Glasson explains that the retro design maintains the hallmark colour and packaging cues of Bundaberg’s current Ginger Beer pack, and remains recognisable to consumers.
“It also delivers a new vintage feel for the carton and label. Each pack includes a stamp of authenticity from Bundaberg Brewed Drinks Founder and Master Brewer, Cliff Fleming. This inclusion proudly calls out our longstanding brand heritage as a fourth-generation Australian family-owned business,” she added.
Bundaberg Brewed Drinks CEO, John McLean, said that the new release was a great way to showcase the brands rich Australian heritage. “We’ve been brewing our range for over 54 years now and we wanted to showcase that longstanding history with consumers,” he said.
“Our research suggests that brand heritage is a driver of trust in our consumers and brings a competitive advantage on shelves, so we’re excited for this limited release to be arriving in time for summer.”
Woolworths commercial director, Grocery Food, Ewan Shearer shared his excitement for the new Retro Ginger Beer launch.
“We’re pleased to continue to support an iconic Aussie company like Bundaberg and exclusively celebrate the brand’s heritage with this limited-edition packaging,” Shearer said.
The Bundaberg Retro Ginger Beer is available in four different pack designs at Woolworths stores now.
