Bundaberg has been creating craft brewed premium soft-drinks from natural ingredients since the 1960s.
Although the Australian brand is the market leader in its home country, its hero product – ginger peer – has been almost unknown in Europe due to the crowded market space.
The competition position ginger beer as a spirit mixer. In order to break through the clutter, we needed to be different. Instead of being another filler, we wanted to be a stand-alone soda. We wanted to tell the story of our love to nature instead of mixology. We wanted to appeal to explorers instead of bartenders.
The strategy has been so successfull, that it has been rolled out to each of the brands markets.