The Australian fashion, lifestyle, and FMCG licensing agency, Asembl has brokered a new partnership between Diageo’s Bundaberg Rum and Harry’s Ice Cream for a range of summer frozen desserts.
Bundaberg Rum Ice Cream Rum and Raisin and Bundaberg Rum Ice Cream Pineapple Coconut Rum have already proven to be a retail success, having been stocked on shelves throughout the past summer across IGA Queensland stores in Australia.
Bundaberg Rum marketing manager, Karl Roche, said: “The growth of our local licensing program into new retail categories continues to strengthen our consumer offering and Bundaberg Rum’s popularity in the market. We’re always looking for ways to innovate that stay true to our brand and this latest collaboration with Harry’s Ice Cream gave our Bundy Rum consumers a new way to enjoy the flavour of their favourite Australian rum.”
Asembl managing director, Justin Watson, added: “We are pleased to see this partnership has been a resounding success in retail across Queensland. This latest collaboration is one of many strategic partnerships we have in our domestic licensing program for Bundaberg Rum as we concentrate on extending the brand in retail and delivering new taste sensations for fans of the iconic Australian rum brand.”
Harry & Larry’s owner, Lawrence Harris, said: “Consumers are always looking for innovative and new ice cream products and with the popularity of Bundaberg Rum, we knew that this would be the perfect frozen dessert for summer. Bundaberg Rum has successfully continued to extend their brand into other products, and we’re delighted that consumers have had the opportunity to enjoy these rum flavoured Australian dairy ice cream varieties from Harry’s Ice Cream Co.”
The range was crafted for adults who like to indulge – the Bundaberg Rum Ice Cream Rum and Raisin flavour is complex and smooth with plump raisins and the Bundaberg Rum Ice Cream Pineapple Coconut Rum serves up a delicious tropical pineapple ripple.
Diageo is a recognised global drinks producer with a portfolio of world-famous brands including Bundaberg Rum, Johnnie Walker, Smirnoff, Captain Morgan, Lagavulin, Talisker, and The Singleton whiskies.
Its products are currently sold in more than 180 countries around the world.