Never Never debuts new, bigger bottles

Never Never Distilling Co. has unveiled a bold new look, upsizing its bottles from 500ml to 700ml with a new design to match.

When the brand first launched with its 500ml bottle back in 2017, Co-founder Sean Baxter says it could not have anticipated how popular the product would become in bars across the country. The decision to move to a bigger bottle responds to feedback from both bartenders and consumers, and makes each bottle lighter in weight per millilitre.

“Back then, the smaller bottle meant we could get them into more venues, it was critical to growing as quickly as we did. The tall bottle was important as it was easier to fit on the shelf, and would usually have a second life as a syrup or prebatch bottle,” Sean stated.

“Turns out the smaller bottle meant we could also fit about a third more in the boot of Tim’s old Magna, or George’s bicycle basket, but that was just pure luck.”

While Never Never has maintained the bottle’s overall shape and balance, and its graduated measurements down the back for batching functionality and stocktake, the new bottle offers improved grip.

“An overall nip price reduction across the board was something that has always been a focus for Never Never, especially given the rising cost of living and customers seeking value. By shifting to 700ml we’ve been able to achieve that,” Sean added.

Inspired by the vibrancy of the Australian landscape, the packaging refresh also features a bolder, cleaner and more colourful label, with an updated logo.

Following a successful showing at the recent World Gin Awards and San Francisco World Spirits Competition, Sean assures customers that the liquid itself remains unchanged.

“Over and over again our spirits are named best in the country, and in some instances, the world. To excel in so many different gin and cocktail categories is testament to the work our team put into creating world class spirits.

“These results give bartenders and retailers the confidence to recommend our products to customers who expect quality products when they walk through the doors of their bars or bottle shops. It’s these passionate purveyors who continue to spruik our quality and authenticity to patrons all over the country,” he stated.

The new bottles have begun to rollout across the flagship range – Triple Juniper, Ginache and Oyster Shell Gin – with more of the range to follow later in the year.