Bundaberg Rum is trialling its ‘Blend Your Own Rum’ experience at selected BWS stores across Brisbane and Sydney.
The Australian retail first will bring the award-winning experience from the Bundaberg Distillery to life in-store.
Consumers will be able to visit one of five BWS stores across the Brisbane region, or one BWS store in inner Sydney, and be guided by Bundaberg Rum’s ambassadors to learn about the versatility of rum and how best to enjoy it, selecting their favourite flavour profile from Bundaberg’s premium rum collection. They’ll then be shown how to craft their own blend, which will be made to order at the distillery and sent to them.
Diageo Shopper Marketing Manager Paul Hannan said: “Consumers want to know more about the stories behind the brands, where it comes from, how it’s made. Brands need to drive more experiential activations that bring brands and their stories to life for consumers at the point of purchase.
“Working alongside BWS, Bundaberg Rum has created an innovative opportunity for consumers to interact and discover our brand in a new environment. The Blend Your Own Rum activation lets them explore new categories, deepen their drinks knowledge, and blend a rum that’s entirely bespoke.
“We’re looking forward to seeing the results of this initial trial, as we consider extending the experience into additional stores nationally in the future.”
Bundaberg Rum’s Blend Your Own Rum experiences are running weekly from 4–7pm at the following BWS stores:
Alexandra Hills: Wednesdays weekly until September 11
Albert Street: Wednesdays weekly until September 11
Brookside: Thursdays weekly until September 12
Ipswich Riverlink: Thursdays weekly until September 12
Regents Park: Fridays weekly until 13 September
North Sydney: Thursdays weekly until September 5
Bundaberg Rum’s Blend Your Own Experience at BWS includes one personalised 700ml bottle and blend with the individual’s blend name on the front for $99.