A new horizon – introducing Never Never’s bold new look

A shift in size with the same award-winning spirit

Australia, 14 June 2025  – Award-winning distillers Never Never have launched a brand new look and bigger bottle size.

The striking new bottle and label celebrates the magical story of the Never Never – the space beyond the horizon, and beneath the stars. 

Inspired by the vibrancy of the Australian landscape, the new packs are colourful, bold, and inviting, just like the spirits inside.

The change will first be rolled out on their Triple Juniper Gin, Oyster Shell Gin and Ginache varieties. 

Never Never have listened to feedback from bartenders and consumers alike in making the pack change, a move which has been over five years in the making.

The new packaging is an increase in size from 500ml to 700ml and is lighter in weight per millilitre. 

“When we launched with our 500ml bottle back in 2017, we really had no idea how popular our gin would become in bars and restaurants around Australia,” says Never Never co-founder Sean Baxter. 

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

“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,” laughs Sean.

“With the 700ml change, we’ve maintained the bottle’s overall shape and balance, with better grip on the neck and the same graduations down the back for batching and stocktake,” says Sean. 

“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,” says Sean. “By shifting to 700ml we’ve been able to achieve that,” he says. 

And that’s all without touching what’s in the bottle. The liquid itself remains unchanged, with the same quality people have come to expect from Never Never.

As Never Never transitions from the 500ml to 700ml, some wholesalers and retailers will take some time to work through remaining stock on shelf. 

The rollout will focus firstly on Triple Juniper Gin, Oyster Shell Gin and Ginache Gin, with more of the range to follow later in the year. 

Take a sip. Step into the Never Never.